It is not uncommon for terms such as customer satisfaction, customer retention, and customer loyalty to be used interchangeably. There is no question that they all make a decisive contribution to a successful company—however, these terms are neither synonyms nor a marketing definition. They are different and yet still related to each other. Customer loyalty, for example, is only possible if there is a strong customer focus within the company and the customer is satisfied with the performance they receive. Only then does a customer decide to be loyal to a company. If this is the case for lots of customers, then this is reflected in the company’s success. Why is this so, and how can customer loyalty be turned into something measurable?