Customer loyalty is an important metric of your business’ success. It gives you insight into issues ranging from whether you’re serving the right customers, to the quality of your products, to the level of your customer service. Loyal customers also have the potential to dramatically increase your profits over time. But loyal customers don’t just happen; they’re cultivated as part of a conscious process that’s built into your business’ DNA.

It’s up to you to use all the tools at your disposal to make this happen. Social media has opened new channels of communication, while also raising the bar on accountability for businesses. Here’s how to make the most of this opportunity, by applying good data analytics and testing models, and avoiding common social media pitfalls.

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