Companies want loyal customers, but only a few know how.

Nick Wassenberg, E.G. Insight writes for CustomerThink and has a good discussion on the ways to make customers loyal.

Wassenberg, talks about the relation between loyalty and satisfaction, about the Kano Model, key drivers, and expectations. It’s a good read, and I like it that he recognizes that companies need to improve its service or processes even if the customers are happy with the way things are going. There’s always room for improvement.

And that not all of your customer loyalty program is suited for all customers. True. That is why you need to know your customers well so that you can serve them well.

Read: Beyond Customer Satisfaction: What Really Makes Your Customers Loyal?