Keeping in touch with customers shows that you care about the relationship. And that you’re willing to invest some time in strengthening that relationship.

Here’s an example. Sligh Furniture in Michigan manufactures furniture for homes and business offices. It’s a huge company, with a large customer service department.

But, CEO Rob Sligh sets aside time every day—including weekends—to answer customer e-mail. Visit the company’s Web site, www.sligh.com, and you’ll see an “Ask Rob” section that invites customers to send the chairman a personal message. He’s fielded questions that range from “what are the dimensions inside this computer cabinet?” to “can I buy this desk in a casual style, instead of the formal finish?”

You gotta love a company that puts the CEO on the front line of customer service.

Stay in touch so customers think about your business. Use their preferred method of communication—e-mail, phone, direct mail, fax. Communicate with your top customers often.

Send thank-you notes. A simple, handwritten card that says, “We appreciate your business,” generates contact with customers. Mail birthday cards. Send recommendations for new products and services that might benefit them.

Follow up after a sale and ask customers what they thought of your product or your project. The follow up gives you a chance set things right if the client isn’t happy. If all went well, then the follow up at least lets clients know that you care about the business relationship.

Leverage technology. Use it to bridge the communications gap between you and your customers. A Web site or automated voice response phone system can provide driving directions, hours of operation and a description of services, such a free delivery.