There are only four ways a person can learn. First, you can learn from your own mistakes, which is the most costly way to learn. Mistakes always cost time, money, or both. Second, you can learn from other people's mistakes, which is costly for the fellow that is providing the example. Third, you can learn from you own positive actions. This method is not costly but may take several years. The fourth way you can learn is from the positive actions of others, which is the method best for all concerned. By learning from the successes of others you will learn without the pain or cost of mistakes and you will learn more quickly.
Sometimes it is difficult to resist telling stories about what goes wrong. Occasionally in this book, I do just that. Most of the time, however, this is a book about successfully developing loyal customers by learning how other people have done it. The five principles that create customer loyalty should sound familiar to you. They should resonate with you as we discuss each one and look at examples of how other people have put these principles into action. Each one of the principles will increase loyalty in your customers. As you master all five principles you will experience remarkable results.
In the next chapter you will learn that every business and every business model can benefit from having loyal customers. No business is exempt from the benefits or the ability to create loyalty.