NEVER mind the Spice Girls – do your customers let you know what they really want? Do they give you feedback? If not, go and ask them. Make it easy for them to approach you with their requests/feedback.
Ask them how do they rate your customer service and what their expectations are of you? Ensure your complaints procedure is monitored so you know how many you receive and how quickly/efficiently they are dealt with.
That way customers who might have complained can be moulded into loyal customers.