As we’re building a ‘brand ambassador’ program (soon to be named something else) for one of our clients, I’m trying to keep one important thing in mind about creating loyal customers: It’s not all about giving ” as in free product, free trips, free food, free events – that’s the easy part. It’s also about taking. In other words, it’s about taking their advice. Taking their words and doing something meaningful with them. Taking their interest and valuing it. And taking their loyalty to heart.

As in any great relationship, it takes a lot of work. And it’s a two-way street.

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