Because on average it is 4 to 6 times more expensive to get a new customer than to keep an existing one, it makes sense for your organization to be geared towards building up customer loyalty.  The easiest way to do that is to continually exceed their expectations in your service and satisfaction delivery.

If you don't know why your customers come back, find out.  You can't exceed their expectations through blind luck.  Sometimes it's as simple as asking them what it is about your product or service that is appealing.  Another major area that keeps customers coming back is employee empowerment to satisfy the customer.  Customers do not like jumping through hoops.  Empowered employees that solve issues without handing off the issue increase your customers' satisfaction.

Remember, everyone provides a service.  Not everyone provides satisfaction.  What label best describes your organization?