You need it, whether it’s good times or bad times, in the middle of a pandemic or not, in the middle of an economic crisis or not, in the middle of supply chain issues or not. Customers who are loyal to a brand continue to be loyal to that brand until you give them a reason not to be.

But it’s important to recognize that the service experience, or any customer experience, is about maintaining what you have, and customer loyalty is up for grabs right now. Why? Because people are challenged, and they’re looking for reasons to leave you. Don’t give them those reasons.