Although most businesses are feeling the squeeze of the recession, improving profits is not out of the question. According to marketing expert Rick Segel, author of nine books, “maximizing” your customers at every opportunity can spur increased sales and aid in the delivery of good customer service. “You have to get in front of your customers,” he says. “Interact with them, so you can find out what their want is.” Here’s how to go about it:

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• Create a customer advisory board. Ask a few of your loyal customers if they can meet with you periodically, perhaps four times a year. Find out what they think about your merchandise, your employees, and the way you do business. If it makes sense, act on their feedback.
• Keep in touch. One of the keys to good customer service is to let your customers know about upcoming sales. Or send them a short article that might be of interest to them. The goal is to keep your business top of mind.
• Turn customers into research sleuths. Ask your customers where they’ve been shopping and what interesting merchandise or clever sales promotions they’ve seen. Often, they will deliver highly valuable information. It makes them feel involved.
• Seek out anonymous feedback. Anonymous surveys are a great way to get straightforward feedback from customers and improve your customer service standards. You’ll find out things that no one would ever say to your face.

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