Successful businesses all have something in common—regardless of their industry, they all have a core base of loyal customers. These are customers that swear by their brand or company despite market fluctuation, price tags, and most other factors. Brand loyalty is an amazing thing to build for your business, but it’s not something that comes overnight. Loyalty can be cultivated through various methods. Here is a basic guide on how to create customer loyalty for your business or brand.

Be good at what you do

The first step in creating customer loyalty is having something worth being loyal to. Whether your business provides goods or services, make sure your deliverable is up to par. Provide the best product or service possible in your industry and don’t shy away from feedback. Feedback is your friend and will help you constantly improve your business. The better your product or service is, the easier it is to build customer loyalty.

Provide good customer service

Customer service that goes above and beyond is rare today—which makes it very memorable to your customer. After the technology boom, many businesses went overboard on tech and lost their human touch. Now, people look for positive human interactions from their frequented businesses. When people enter your shop or call your number, be kind and welcoming. Most importantly, avoid an automated answering service if possible, and always have your work calls answered by a human.

Another way to provide good customer service is by handling online interactions with speed and communication. Always communicate transparently with your customers. Openness is key to maintaining relationships.

Because of the influence of big-box online retailers, consumers tend to expect free and expedited shipping from all stores. Make sure you ship quickly and efficiently while keeping the cost down for yourself and the consumers. Third-party logistics companies boast many benefits, and they’re a good way to find the right shipping courier for your business. You should also do your best to make returns simple and cheap.

Reward customers for loyalty

Come up with a rewards program for your most loyal customers. Rewarding people for returning to and frequenting your business is a great incentive to keep them coming back. Another popular incentive is a recommendation bonus. Provide a free item, discount, or other incentive for a previous customer that recommends your business to a future customer. Many businesses offer a reward once the new customer makes their first purchase.

Loyalty can be a whole program or something as simple as recognizing and remembering customers who return often. Nothing makes someone feel special quite like their barista remembering their name and favorite drink after visiting only a few times. Make your customers feel like they matter as individuals.