In work done across a broad series of different industries, including both business-to-business and business-to-consumer, it is found that creating strong levels of customer loyalty leads to greater sales and profit growth. We find that truly loyal customers give you a greater share of their business, are less price-sensitive, are cheaper to serve and are more willing to recommend your products and services to others. For one client we found that their truly loyal customers were over eight times more profitable than their average customer. This webinar by John Larson will present these findings and then discuss how to handle three critical challenges that companies face when they try to increase customer loyalty.