You ideas are very on point,this is the reason most busineses that wants constant improvement usually do a survay to know the perception the customers have about their services,and this will go a long way to help them improve on their service delivery.If your friend can ensure that the customers are kept happy and satisfied, there is no reason to worry about the next door competition.
It will be good now to ask the customers want they want to be improved about the products/service.
It's also time to find ways to create little bonuses for the customers so they can remain loyal.