What do customers want? That's easy: they want your appreciation. They want to be treated like the most important people in the world. How can you accomplish this? It may be simpler than you think. Research done in restaurants, for example, shows that customer appreciation is all in the gesture. A single mint given with the bill increases tips by about 3 percent. Two mints increase tips by 14 percent. But what happens when the server adds a few mints and says, "You guys are great customers"? Tips go up 23 percent.