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Customers who don't complain, keep coming back, pay promptly, and appear satisfied are off our radar screen. We take them for granted. Some of them have been around so long that they're invisible. We can call this "passive customer loyalty."


This is worth thinking about because it's dangerous. Why? Much to our surprise, these customers disappear quietly. No one misses them until they're gone – and then we say, "I wonder what happened?"


"Active customer loyalty" is far different. It results from constant cultivation, reinforcing how much we appreciate customers, and always looking for new ways to "refresh" their interest, feedback and loyalty.  This approach is well worth the effort because losing customers is costly.


John Graham
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