How do you get customers to worship your brand, to go out of their way to buy from you — and only you? “When you make decisions that respect and honor customers, you will earn their admiration, eventually even love,” says customer retention expert Jeanne Bliss. “Then customers will begin to grow your business for you.”

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In her new book, I Love You More Than My Dog: Five Decisions That Drive Extreme Customer Loyalty in Good Times and Bad, Bliss provides insight on the five essential decisions that lead to a loyal customer fan base and a successful customer retention program:

• Decide to believe. Believing in your customers means you trust them. By getting rid of rigid rules and policies as part of customer retention management, you will provide a more open and enjoyable experience for your customers, leading to stronger relationships.

• Decide with clarity of purpose. By establishing a specific culture for your business, you create the memory you want your customers to walk away with, leading to an experience they look forward to revisiting again and again.

• Decide to be real. Beloved companies know how to combine personal instincts with business decisions and forge personal relationships with their customers.

• Decide to be there. Building customer loyalty for a brand requires more than quality products or services. It’s about creating a positive experience for customers at every touch point. Bliss says companies that support their customers in this way “earn the right for their customers to return.”

• Decide to say “Sorry.” Admitting when your company has failed and then resolving to address the problem speaks volumes about your company’s humanity. Your customers not only will forgive you, but will also love you even more.

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