Continuous innovation of the customer experience is key to increasing loyalty, says Mark Sanborn, leadership development expert and president, Sanborn & Associates Inc., in 6 Steps to Become a Better Business Leader.

Offering memorable or unique services can ensure that customers quickly return even if they try a competitor, he says.

Sanborn calls this the "piano effect" – a reference to Nordstrom's employment of piano players in stores. When customers shop elsewhere, they might notice that the piano playing isn’t there and feel a pull back to Nordstrom.

However, it is also important to adjust current processes if customers find them annoying – even if those processes have a legitimate reason within the company.

“You don’t just add value by doing things differently but by taking away the things people don’t like,” Sanborn says.

Read more about how to add value for your customers in 6 Steps to Become a Better Business Leader.