Money can’t buy love, and it sure can’t buy true customer devotion.

You wake up, check your inbox, and see an email from a brand you bought from last month. It’s not a discount code or another generic newsletter. Instead, it’s a short message thanking you, mentioning the exact product you purchased, and giving a tip on how to get the best experience out of it. No sales pitch, no upsell—just genuine appreciation. Feels good, right? 

68% of customers leave a brand because they feel unappreciated—not because of price or product issues. And yet, the majority of companies still think customer loyalty is created through discounting and loyalty schemes. 
 
That's where they get it wrong. Let's discuss what really keeps customers on your side in the long term.

Customer Loyalty is a Relationship, Not a Transaction 

Picture the people you trust the most. Are they the ones who occasionally throw gifts your way, or the ones who consistently show up when it matters? Customers feel the same way about brands. They don’t want to be lured in with discounts—they want to feel like they actually matter. 

Instead of wondering, "How do I get them to buy again?" shift the question to, "How do I make them feel like they belong here?" 

Self-test:  Are you treating customers like real people or just another sale? Go back to your last five customer interactions—were they about building a connection or just closing a deal?

The Psychology of Effort

Cancelling a subscription shouldn’t feel like solving a puzzle with missing pieces, but some companies make it that way. They prioritize squeezing out a little extra revenue instead of building real trust. 

The reality? Customers stick with brands that make their lives easier. This is called the effortless experience, and research shows it drives more loyalty than simply trying to impress them. People value their time more than anything—if doing business with you feels like a chore, they’ll move on. 

Interactive exercise: Go through your own website or service like a new customer. How many unnecessary steps are in the process? Find them. Correct them. Watch loyalty grow. 

The Unexpected Power of ‘Just-for-You’ Moments

Loyalty isn’t built in big, flashy moments. It’s built in the little things customers didn’t expect you to do. 

A handwritten note, a follow-up email checking if they liked the product, remembering their name—these micro-moments create emotional connections that no discount ever could. 

Community is the New Currency

People don’t just stay loyal to brands. They stay loyal to communities built around those brands. 

Whether it’s a private group, an insider club, or a space where customers feel seen and heard, fostering a sense of belonging is one of the strongest loyalty drivers. Give your customers a reason to stick around beyond your product. 

Fixing Customer Regret is More Powerful Than Discounts

Made a purchase and then immediately wondered if it was the right call? That’s post-purchase doubt, and if you don’t address it, customers may never buy from you again. 

A simple follow-up, a how-to guide, or a reassurance email saying, "You made a great choice!" can turn regret into confidence. And confidence leads to repeat business.

Loyalty is Contagious: Turning Customers into Advocates Without Asking

You know who your best marketers are? Your happiest customers. 

People don’t share "great customer service." They share unexpected experiences. If you want customers to talk about your business, give them something worth talking about. 

Thought experiment: If a customer described your brand to a friend, what would they say? If the answer isn’t exciting, it’s time to change that.

The ‘Loyalty Tax’ Trap

A lot of businesses make the mistake of rewarding new customers while ignoring the ones who’ve been with them the longest. 

Worse, some brands increase prices for loyal users while offering discounts to attract new ones. This is called the "loyalty tax," and it’s a surefire way to drive people away. 

Checklist: Are you guilty of this? Look at your pricing, perks, and customer treatment.

One Last Thing

At the end of the day, loyalty isn’t about throwing discounts at people—it’s about making them feel like they actually matter. Make things easier for them, show up when they don’t expect it, and create experiences they can’t stop talking about. That’s what keeps them coming back.  

Now, over to you—what’s one small thing a brand did that made you stick around? Share your thoughts with us, we'd love to hear it!