The best way to build loyalty is to look at the end-to-end customer lifecycle and understand the experience expectation at every step.

FORBES: Stop Kicking the Can on Customer Loyalty

The Expectation Economy: Over the past decade, customer expectations have increased on average by 28%.

FORBES: Lucky Thirteen: Trends for 2013

Too high and the next visit will come with an expectation that you might not be able to deliver on a consistent basis, too low and the customer is not likely to return.

FORBES: The Customer Service Equation