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“We love our customers, and they obviously love us. They keep coming back, again and again!” Who doesn’t want to be able to say that? And, if that is the case with your organization, let me ask you this question: Do you know why they are coming back?

Not to be a “downer,” but we shouldn’t confuse a repeat customer with a loyal customer. They are not the same.

Don’t get me wrong, I love repeat customers, and we absolutely want them. Repeat customers are very desirable. I write about this topic in my latest book, I’ll Be Back: How to Get Customers to Come Back Again and Again. As a business, you should do everything you can do to get the customer to come back. However, as I explain in the book, just because they do come back, that doesn’t mean they are loyal. You have to understand the why behind the repeat business.

The point is to recognize the difference between repeat customers and loyal customers. Make sure you understand the why behind what brings that customer back. If it’s something other than an emotional connection that can drive loyalty to your business, work to move that customer from just being a repeat customer to loyalty.

I like to refer to repeat customers as gold and loyal customers as sacred. And to emphasize, while customer loyalty is the “holy grail,” there is nothing wrong with going for repeat business. The point is that you must understand why the customer comes back. Once they start coming back, make sure they are coming back for reasons that will keep them from leaving you for your competition.

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