Developing loyal Customers—not just satisfying your Customers’ needs—is the critical difference in creating sustainable organizational success. Customer Loyalty should be the outcome of every Customer interaction and creating unique points of connection for every Customer should be the goal. Customer Loyalty is a powerful competitive advantage. The value of loyal Customers includes: they always return, they brag about your organization providing word of mouth advertising, they are willing to pay more for your product or service, and when there is a mistake, loyal Customers are more forgiving.