When a customer is loyal to one company, they aren't easily swayed by price or availability. They would rather pay more and ensure the same quality service and product they know and love. Customer loyalty is the result of a company consistently meeting and exceeding customer expectations. Here we explore the “Three Rs”: Rewards, Relevance, and Recognition, a mnemonic coined by marketing executive Paulo Claussen, that can help brands understand key elements of strong and effective loyalty programs. Loyalty is the byproduct of a customer's positive experience with you and works to create trust. Loyal customers. Purchase repeatedly. Use what they purchase. Interact with you through a variety of different channels.