Welcome to the “Building Customer Loyalty” video lesson meant to illustrate the importance of transforming one-time customers into loyal fans. This video lesson is the fourth of six in the “Closing Sales with Confidence” course, which instructs learners on how to effectively close sales. In this lesson, viewers will consider the significance generating maximum lifetime customer value and learn why retaining customers is preferable to acquiring new customers. Learners will also discover how to use customer feedback loops to drive customer loyalty and how to use the Net Promoter Score to measure customer satisfaction.