There is a tendency especially with less experienced business owners or entrepreneurs just getting started, to spend all or most of their time seeking out new business or new customers. Although it is very important to seek new customers on a consistent basis, it is also critical that we develop and maintain a good relationship with our present customer base. This in turn will contribute to the longevity of your business success.

Because of the highly competitive environment that we operate in it is hard enough to get a new customer in the first place, so we should try our utmost best to keep that customer for the long haul.

You might have seen businesses starting up in areas that are not conducive to business, yet, they have survived the test of time and have gone on to become highly successful enterprises.

On the other hand you've also seen businesses that have opened up in highly trafficked, conducive neighbourhoods with all the right conditions in place, yet after 6 months they wither and die. You pass one day and see the building up for lease or sale.

Now you must have heard this in the past many times about the importance of location when starting a business, but is it the deciding factor in the success or failure of that business? Although location plays a vital role in the decision making process - most times customer loyalty is the critical element that decides the fate of that business success.

Below I've taken the time to list four reasons which I think is very important in creating and maintaining a healthy customer loyalty.

=>1. A loyal customer is a repeat customer. This is a customer that know you and know what to expect from you and your business.

A mutual relationship that is built up over time between you and your loyal customer will create a bond - where they will stick by you and support your business even sometimes at their own inconveniences. Yes they will. Repeat business is vital to your business survival.

=>2. Another powerful feature of creating and maintaining customer loyalty is the word of mouth advertising that occur.

You might have a grocery store and you've developed a good relationship with mom. As time goes by mom recommends it to dad, kids, brothers and sisters, neighbours, co-workers and soon you have a viral effect happening. You soon become a shining light to a lot of people in that community. Wow! That's powerful!

=>3. To take this a step further - you've developed a relationship with the households in the area, but then you realise that the community is made up with other businesses and institutions. Furniture store, barber shop, bakery, insurance office, schools, churches etc.

Now, establishing a good relationship with these other establishments is priceless! When you have other business owners and operators recommending your business to their customers or clients, you have now started to create a solid foundation for your business.

=>4. Perhaps the most important reason for developing and maintaining a loyal customer base is the fact that most times the initial order is just a setup for greater things.

Repeat business is when customers will buy in greater quantities, or purchase more pricier items after they have developed trust in you, and know that you have their best interest at heart. Repeat sales can become the bedrock of your business over time and as I said before - can be the deciding factor in the success or failure of your business.

Establishing and maintaining good relationships with your customers is critical in developing customer loyalty. If handled well this could lead to a successful business that will continue to grow exponentially over time.