The Boomerang and the Killer Stick Lessons • At the heart of earning customer loyalty is more than a process or a program — it’s passion. • High customer retention is positively felt throughout an organization — bringing growth, higher pro昀椀t and employee retention. • Just as each customer is unique and individual, your approach to retain each customer should be also. Think, “boomerang” instead of “killer stick.” • The company with dedicated, loyal customers has a unique competitive advantage. • Loyal customers constitute most, if not all of a company’s pro昀椀t and true growth. • The more a company understands its loyal customers, the better chance it has to retain them and 昀椀nd more just like them. • Loyal customers aren’t looking for programs or processes or perfection; they value being treated as individuals and with respect. • Everyone involved with a company can play a role in retaining the customer — the employees, the vendors and the customers themselves. • The value of a loyal customer is much more than his or her last purchase. The high-retention, or “boomerang,” company calculates the real value and treats loyal customers accordingly. • The successful customer-loyalty approach is embraced, enacted and rewarded company-wide. 27