Ask your customers what they want.
This is different than what they expect. What customers expect is usually less (often a lot less) than what they want. But you need to know what they want.
What do they want in general? What are they trying to accomplish (or avoid)? Why did they choose you instead of your competition? What are their priorities and preferences?
Keep in mind different customers focus on different aspects of what your business does and how you do it. But if you speak with enough, you should see patterns and trends. You should develop some profiles of what various customers want.
Also look for how your customers want to be served. This will vary a lot and is harder to discover. Most people focus on what they want because it’s easier to talk about. But people like to be treated well. We all have different definitions of what being treated well means. You need to learn what it means to your customers.
Do that and you’ll keep them coming back.