Definitions and Glossary
Customer Loyalty

"How often and how much a customer purchases"

There have been so many definitions of this term but the one that we consider the best is behavioral loyalty, i.e. customers buying again because that is what you are trying to get your customers to do. Of course we do make a number of assumptions in this statement. Most importantly we are assuming that all customers are profitable. While this is not always the case, it is a useful simplification.