In the mid 1980’s there was a big push for customer service.  No doubt that service is still, and always will be, important.  Over the last few years I’ve noticed my clients are starting to look for new phrases to put a spin on delivering great service.  Customer delight, the customer experience and “wowing” the customer come to mind.  And, there is the really big one: Creating Loyalty.


I’ve written that customer loyalty is not about a lifetime.  It is about the next time, every time!


The goal with the above quote was to simplify customer loyalty by breaking it down into much smaller parts.  After all, a lifetime is a very long time.


Recently I was asked, “How does one create loyalty?”  At first I thought the answer would be a long one.  But, what came out was as simple as it gets.  There is a formula for loyalty.


Loyalty = Great Service + Confidence


Provide great service.  That’s expected.  Do it consistently and you’ll create confidence.  Consistently great service builds confidence and will eventually lead to loyalty.  And in the end, we don’t want satisfied customers.  We want loyal customers!




Shep Hyken, CSP, CPAE is the Chief Amazement Officer of Shepard Presentations.  As a professional speaker and author, Shep helps companies develop loyal relationships with their customers and employees.  For more information on Shep’s speaking programs and books, please contact (314) 692-2200. Email:  Web: For information on customer service training, go to


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