Sometimes we think a customer who continues to do business with us is a loyal customer. A loyal customer is not only one who keeps returning but also tells others about their positive experiences with your company. Sometimes, what appear to be loyal customers are simply “retained” customers. To illustrate, let me discuss my current bank. I will likely stay with my current bank. I have loans with them, both business and personal. I have several credit cards and, of course, checking accounts. So they count me as a loyal customer I suspect, I am more a “retained” customer. Why? It is too difficult, time-consuming and costly to switch.