Some businesses think that because their customers don't complain, they're loyal. Others do surveys and find their customers are satisfied and believe that, therefore, they're loyal. Others go even further and identify repeat buyers and say that this is their loyal base of customers.

Customer loyalty is critical to the conduct of business in today's competitive marketplace. This Definitive Guide examines some critical issues of customer loyalty such as: the relationship between loyalty and service, how to build the key loyalty asset: your brand, and some key concepts behind customer loyalty programmes.

In this Definitive Guide, you'll learn about:

• What makes customers loyal?
• Loyalty's shining mission: building a brand
• Relationships: Building loyalty a brick at a time
• Learning more about customers
• Frequent customer programmes
• Customer loyalty workbook