Get to know your customers and you’ll be able to deliver the service they want. Pay attention to your customers. Know their hot buttons. Understand their preferences.

Use customer surveys. Mail them out periodically. Post them on your Web site. Offer them to customers when they check out at your cash register. If you provide services, hand out a customer survey at the completion of each project.

Or take a low-tech approach. Simply talk to customers. Ask what they want and need from your business.

Keep customer data available for your employees and for yourself. Make notes on customer cards or use technology to store customer information in databases. Know each customer’s physical mailing address and e-mail address. Track their purchasing habits. Record their birthdays. List their hobbies and interests.

Then convert your knowledge to superior service by catering to your customers. Here are some examples.

Let’s say you run a bookstore. When the newest mystery book arrives, send a notice to customers who love mysteries. Or send customers a 5-percent discount coupon on their birthdays.

Or say you own a plumbing company. Call customers in early spring and remind them that their air conditioning units might need annual servicing. Offer a discount to the early birds who schedule a service call in March instead of waiting until the heat of summer.

Maybe you’re a Web designer for small businesses. Send your customers tips about how to avoid e-mail spam. Perhaps you run an accounting business. In January, send each of your customers a list of the documents they need to be collecting for their tax returns.