Having loyal customers is not a goal, it is a journey—a continuous process. Customers do not sign an oath stating their intention to buy from you again and again. You must forever commit to the activities that create loyalty. This commitment is a process, an ongoing journey. When you commit to the process of creating customer loyalty, you are committing to developing and refining the activities that create loyalty.
I am not suggesting that goal-setting is not a worthwhile endeavor because it certainly is; however, goal-setting is only useful when our goals are consistent with our purpose. Goals tell us where we are going and the accomplishment of goals tells us what we have achieved. Goals inspire us and they are a means of measuring our successes. Goal setting is a worthwhile endeavor. However, goal setting is only useful when our goals are consistent with our purpose.
Too often companies place signs exhorting employees, "Build Customer Loyalty." This recognizes customer loyalty as a goal, not an activity. Companies must remember that creating loyalty isn't a destination, it is a journey.