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Unbreakable Law 13: Exchange Loyalty


My 1998 benchmark book, Customer Satisfaction Is Worthless, Customer Loyalty Is Priceless, still serves as the standard for defining the difference between “satisfied” and “loyal.” Are your customers satisfied, or very satisfied, and still doing some business with your competitor? Stop fooling yourself. The question you have to ask yourself is, are my customers LOYAL? One notch below satisfaction is dissatisfaction, or anger, or worse. In fact, you have plenty of customers that are never satisfied, but still continue to do business with you. What are those customers called? They’re called loyal!


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