Satisfied customers aren't enough anymore - we need customers who are loyal to us.
It's been shown that the real competitive strength of a company is gained by having a strategy of growing a loyal customer base. A loyal customer's behavior is more predictable. They're the ones that keep coming back and bring new customers with them. This results in increased profit because of the reduction in advertising needed to attract new customers.
If an organization wants to make a transformational shift in how they do business, senior management needs to drive and be committed to developing and implementing a new strategy of obtaining and managing loyal customers. If management truly owns the philosophy and if there is strategic awareness, it will differentiate a company from its competition.