Misconception - Customer satisfaction is the key measure of customer loyalty.

Truth - Customer delight, not just satisfaction, is the key measure of loyalty.

Optimal Strategy - Maximize product and service quality standards to exceed customer expectations.

Customer loyalty can be measured in two ways. The first is purchase frequency - how often a customer makes a purchase. The second is how many purchases a customer makes over their lifetime.

Imagine the impact of customers increasing the number of purchase occasions from once a quarter to once a month! Now, imagine if that customer was retained for 10 years instead of 2!

Building proprietary value into your offering, and consistently exceeding customer expectations, are the keys to retaining your best customers.