With Great Customer Loyalty Comes Great Responsibility

By Annie Pilon A popular adage in the business community is that it s cheaper to keep an existing customer than it is to gain a new customer. For that reason, businesses tend to put a lot of emphasis on building customer loyalty. While customer loyalty is certainly an admirable goal, it s one that also comes with added responsibility. Andrew McDermott, co-founder of HooktoWin used a personal anecdote to explain a situation that businesses often encounter with loyal customers. He wrote in an article on Fox Business: “Our best friend just bought a car. And he s in big trouble. Why you ask? He did it without talking to his wife. He picked it up after work then drove it home. He thought it would be a surprise, that she d be happy. But you know how this story ends. His wife was angry, really angry. ‘How could you do that without me? You should have talked it over with me before making such a big decision. And suddenly he s in the dog house.” In this way, loyal customers are a lot lik
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