You have great loyalty scores and low customer churn. But sales are flat – or worse, falling. What’s going on? In most cases, this happens because you’ve failed to capture the economic potential of the goodwill in your customer base. Low churn and high loyalty scores usually mean that customers feel good about your company. They like doing business with you. They’re inclined to stay longer, buy more and tell their friends about their good experiences. Great! But the economic benefit comes only when customers act on those feelings—and companies can make it easier or harder for them to do so. Read more at Harvard Business Review.