The process of building a customer base is complex and fraught with problems. Your clients are not required to be loyal to your business, and you must create a situation where they feel compelled to be loyal to you.
The first step in finding new clients is marketing. You must reach out to people who are likely to buy from you, and you must market the products and services you know they need. You might need to run a sale or a deal to get people in the door, and you must to turn to customer service to keep them.
Keeping your clients engaged requires more sales, more new products, and more new marketing. The marketing plan for your business must shift often because the products your customers bought the first time around are no longer as important to them. Market new products every few weeks, and give your customers a reason to come back.
Customer service keeps people loyal when they perceive you as kind and helpful. You must train your staff to give the best service every time someone comes in your store. You must train your staff to give good customer service over email. You might have live chat associates who talk to customers every day, and you must train them to use a script that makes customers feel good.
The customer service you give after effective marketing assures that all your customers will return to your business. Customers get a sense of what you value when you offer them products and service, and they come back when they feel like you value them more than money. This means that you have to work hard to make them feel valuable, continually preach customer service, and market effectively.