Everything I do in my business is customized to my customer. Listening is a HUGE must, hearing what the customer is saying (even reading between the lines at times). There are times when I just cannot offer the services they are looking for, so I find someone who can. Going the extra mile for them, it's a lot of common sense and for hopefully most of us, it's a natural response. Being honest about what I can and cannot or will not do for them is important. If you truly care it shows and your customers will come back again and again.