Rieva Lesonsky of AllBusiness has a post up--written, heroically, while she was at Wrigley Field cheering on the National League Central-leading Cubs--on how to make "fans" of your small business. This is a crucial subject: enthusiastic customers will both keep coming back, even during lean times, and will do your marketing for you--will do, in fact, your most credible marketing for you. On top of that, this is one of those rare places where small businesses actually hold the advantage over big ones.

Pay attention to her advice, kids: this is how you build fans as devout as Cubs-lovers (while hopefully maintaining a better historical record than the Cubs, who last won the World Series in 1908).

Encourage return business. Get creative. Discounts, frequent purchaser programs...offer anything you can think of to keep your customers coming back for more of whatever it is you're selling.

Offer consistently strong service... One bad customer experience can negate several past good ones. Always be on the balls of your feet, making sure your customer service is stellar.

...while also providing the occasional surprise. "Surprise is an underrated business tactic," says Lesonsky. "Used correctly, it can keep your customers coming back because they’re not met by the same old, same old every time." Throw surprises your customers' way with special promotions, small giveaways, and the like. Again: be creative.

Make it easy for customers to pass on good word of mouth. It's not enough to hang up a sign that says, "If you like our service, tell a friend; if you don't, tell us" (though you should do that too). Make telling a friend as effortless as possible. An especially effective way to do this is to develop an email list and send out missives that are then easily forwarded. Just beause viral marketing depends upon third parties organically singing your praises doesn't mean you can't give it a little push.

Check out BizBooks Friday! BizBox is hosting customer service expert and author Joseph A. Michelli on Friday. Submit a question now, and check out his answers after Friday in order to get more tips on how to produce a positive consumer experience.