Many convenience stores offer customer loyalty programs. For example, for every 10 cups of coffee you purchase, you get the next one for free. An incentive like that may coax customers to spend more money, but does it make them feel valued? Does it lead to special discounts on other purchases? In most cases, the answer to those questions is no.

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That’s the problem with many loyalty programs: People sign up, make purchases, and never hear a peep from the company. It’s like being left on the dance floor. The thinking is that if you receive discounts or earn rewards, brand loyalty will follow. But the truth is, customers want to be engaged in your business. They want to help you succeed — and they want to hear from you. Here are some ways to get closer as part of your customer relationship building efforts:

• Leverage Web 2.0. Blogs and other social media platforms make it easier than ever to communicate with and involve customers.

• Go one-on-one. Meeting with customers (both satisfied and unsatisfied) face-to-face can give you insights on where you can improve.

• Enhance customer service. In tough times, help customers justify their purchases or evaluate alternatives.

• Say thank you. Always.

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