Measuring Loyalty

Authentic, self-determined loyalty only occurs after hard-earned, authentic trust is well established. This is true for interpersonal relationships just as it is for the relationships between customers and firms or between an employees and firms. Trust is always a fundamental prerequisite to loyalty. If you are serious about earning sustainable and authentic loyalty, you must have established an authentic and thorough foundation of trust.

Once you have gained trust, the next natural step in your customer relationships is loyalty. The “buy 12 cups of coffee and get the 13th cup free” type of…