For a small business owner, each sale means success. Sales from regular customers are the most valuable, and they should be met with appreciation. If a company has loyal customers, good reviews can lead to more word-of-mouth business. In order to build a strong customer base, several steps can be taken. Marketing campaigns should be altered to focus on the value of the product or service, rather than what is offered. Since customer service is so crucial in creating a positive influence, the approach should be improved to incorporate empathy, flexibility, and personalization. Incentive programs add goals for customers, meaning that return trips are more likely. Additionally, insight can be gained from customers through social media and surveys. By tapping into their thoughts and suggestions, the direction of a company can be changed.