Ali specializes in working with small and medium-sized businesses to create a nurture loyalty with their customers. And she explained to me that the first step is creating a feeling of connection between you and your customers. She believes that when people feel seen and heard and valued by organizations, that’s when they stay engaged. And when, of course, they don’t choose to leave with larger companies. Sometimes the over-reliance on technology is expected to create this connection, but in fact, it’s more difficult to make that work. One great example we discussed was an online retailer that made returning a purchase extremely difficult and expensive for Allie, a process, which probably was very efficient for the retailer, but the effects that process had not only made her hub set even as a loyal customer, but also caused her to tell all her friends and family about it too, from originally being a truly loyal customer, Allie became someone who was no longer certainly feeling connected to what they offer or how they do business Ali also highlighted how important it is for companies to empower their staff, to take every care of their customerss especially the most loyal ones.