Summary

• Customer satisfaction is an opinion. The only activity associated with customer satisfaction is the completion of a survey. Customer loyalty is an activity; it is the activity of your customers coming back to buy from you again and again. Satisfaction and loyalty are two different things.

• There are thousands of things you can do to impact customer satisfaction. There are only five principles that you must support to create customer loyalty.

• Customer loyalty is beneficial to every business. No business is exempt from the benefits of loyal customers. The benefits of customer loyalty are: reduced cost of attraction, ease of doing business find predictability.

• The principles of creating loyalty are applicable to both internal and external customers.