You aim for top-notch service. And you always put your customer first. But if you’re not reminding your customer of exactly what you’re doing for her, your hard work could be going unnoticed.

This rule applies even if the “service” you provide is automatic.

Take Zappos, for instance, a company both Charlie Byrne and I have written about before. Every time I’ve ordered from them, I’ve gotten free next-day shipping – even though I chose the 4- to 5-day shipping option. Do they give free next-day shipping to every customer? I think so. But they sent me a little e-mail making this service sound like an exclusive little favor they were doing just for me:

“Although you originally ordered Standard (4 to 5 business days) shipping and handling, we have given your order special priority processing in our warehouse and are upgrading the shipping and delivery time frame for your order. Your order will ship out today and be given a special priority shipping status so that you can receive your order even faster than we originally promised!

“Please note that this is being done at no additional cost to you. It is simply our way of saying thank you for being our customer.”

If you aren’t telling your customers what you’re doing for them, you should start. For one thing, it makes your customer feel good, special, and pampered. For another, it reminds them of just how much work you’re doing for them. Your takeaway? Satisfied and loyal customers who will shop with you again and again.

[Ed. Note: Remember – it’s easier to make additional sales to customers you already have than it is to get new customers. So satisfying them should be at the top of your priority list. Learn how to give them what they want – and make sales at the same time – with ETR’s comprehensive business-building program. ]