Small business owners looking to cultivate those customer relationships should consider the following tips.

• Do whatever it takes to keep customers satisfied. While it might be one-sided, customers are more likely to share an unpleasant experience with a business than they are a positive one.

Consumer surveys note that a person who has had a negative experience with a company will tell roughly 10 people. During a recession, consumers place a greater emphasis on getting their money’s worth, so hearing a friend speak negatively about a local business could have a very negative impact on that business’ chance to gain new customers. When money is tight, small businesses should emphasize to employees the increased importance of satisfying all customers and keeping both the regulars and any new clients as content as possible.

• Increase trusted employees’ decision-making power. If a customer has a question but the owner or manager is not in, that could lead to a lost customer. By giving trusted employees the power to make certain decisions, such as whether or not to offer discounts on larger purchases, small business owners could be keeping customers they might otherwise have lost. In addition, customers will respect a staff that’s experienced enough to have several people capable of making decisions, and are more likely to return as a result.

• Keep track of any complaints. While some customers seem born to be difficult, it’s good to treat all complaints in the same way and to keep track of all customer complaints or problems. If the same complaint is brought up time and again, it’s not an aberration but rather a trend. A negative trend will result in diminished business even during boom times, and especially during a recession.

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