It costs significantly more to earn the business of a new customer than it does to retain a current customer. That’s why customer loyalty is such an important topic. Successful companies keep their customer acquisition costs low by creating loyal customers. But businesses need more than loyal customers. They need evangelists. People are willing to spread the good news about their products. That type of word-of-mouth advertising is not only effective but cost-efficient. To turn customers into evangelists, companies have to give their customers something worth bragging about and build customer loyalty.