People often ask me why I got focused on customer loyalty, and why I am still so obsessed with it after three decades of studying the topic. The answer is easy; customer loyalty drives extraordinary financial results. What’s not easy is earning that customer loyalty. The financial results are the byproduct of complex and intense efforts to build the right kind of community where relationships are worthy of loyalty, and to measure your progress. It’s not just talking about greatness, it’s figuring out how great you really are—every day and in every location—and using that information to drive the right actions.