For any brand, it’s important to keep customers happy. In today’s world of digital connectivity, an unhappy customer can do more damage than ever before. But at the same time, a happy customer can help you grow faster, by spreading the word and referring many more customers to you.

Too often, customer satisfaction is something no one wants to deal with. If customers are not happy, we blame poor service. If customers are happy, we credit amazing products.

Customer happiness needs to be at the top of everyone’s priority list, no matter what department you’re in. And it’s up to top management to build a culture based around the customer’s happiness.

Here are three steps any company can take to create a better relationship with customers:

1.       Answer their questions.

When they call, pick up. When they email, respond. When they walk in, greet them and see what they’re looking for. When calls and emails go unanswered, when questions get lost in the shuffle, people get irritated. When a customer spends time and money on your products, they expect you to be there if they need you.

2.       Ask them what they want?

Include your customers in future decisions. You can do this with surveys about new products or features. You can talk to your customers in stores and online and ask them for suggestions. You can find out what your competitors are doing that you’re not, and begin to learn more about what your customer is looking for from you.

3.       Ask them what they thought?

Don’t let a purchase be the last interaction your customers have with you. Follow up with them to make sure they got what they expected. See if there is anything else that they need from you. Find out if they have any questions you can answer proactively. This gives you a chance to establish your brand as caring and customer focused, and you can solve any potential problems before they arise.

Not hard, right? These are three simple things any company can implement. But it’s a culture that focuses energies and efforts onto the customer that is needed before change can truly be made to stick.