Purchases keep the lights on, but what happens after the purchase is what wins hearts and minds.

Many customers buy again out of habit, convenience, subscription inertia, or a lack of viable alternatives. That doesn’t mean they love you. It means you haven’t lost them yet. And the most dangerous thing in retention isn’t churn, it’s false loyalty.

Real loyalty is when a customer defends you, recommends you, and chooses you even when cheaper, faster options appear. It’s not just what they do, it’s what they feel when they think about your brand.

via Buyology