It may seem difficult to keep every customer happy all the time, but how about keeping them so happy they become return customers? Small businesses may find this idea challenging, especially in a difficult economy.

"If you think of it in terms of a customer's lifetime value - how much revenue or profit a person represents - you can see the importance of holding onto that existing customer," said Kapil Bawa, a business professor at Baruch College, in a Crain's New York article.

However, there are three savvy customer service moves that may increase the chance of customers returning and purchasing your products or services for years to come:

1. If you receive a complaint, do something about it: Unhappy customers come around every so often whether their complaints have merit or otherwise. Smart business owners know how to deal with upset patrons, and they always do it quickly by responding as soon as possible. Let the person know that you really do want to make things right; if you can appease them, they could potentially be lifelong customers. Who knows? Maybe they will tell their friends about the great customer service they received.

2. Thank regular customers often: Perhaps one of the most rewarding things about owning a business is working with the same customers on a regular basis. Not only does it prove that the business makes people happy enough to continue using its services and bring in revenue, but it's likely the person has referred the business to other people. Thank regular customers by offering rewards programs for return visits or referrals.

3. Keep it creative: Although punch cards aren't necessarily a bad idea, businesses may have more success if they brainstorm unique loyalty programs. Consider offering freebies for returning patrons or a bonus item if a customer spends a certain dollar amount. Showing people that you value their business may be the difference between a return customer and one who visits periodically.