This is part two in an eight-part series on building customer loyalty. Read part one.

Rather than a “here’s what we offer” tone in your marketing efforts, think about what your customer would like to hear. What are the benefits of doing business with you? Figure out their pain points and adopt the tone of “how may I help you?” The difference can be extraordinary.

Customers value it if you can help them solve a problem, give them more time or enhance their lives. Not sure what their needs are? One of the simplest ways to retain customers is to ask them what they seek from your business. Whether you ask them with a printed survey, an online survey, over the phone, in person, or via email, it is crucial that you ask. You’ll be surprised at the detailed response you receive, often saving you the trouble of spending extra on expensive market research. You may even consider conducting a focus group with your customers, giving you the opportunity to tap into their collective needs and wants.

Next: Strive for spectacular customer service