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RG

IN CONTEXT

FOCUS

Customer loyalty

KEY DATES

1891 Trading stamps are introduced in the US to encourage repeat shopping. Customers are rewarded with stamps that can be collected and redeemed for goods.

1962 Sam Walton opens Wal-Mart, with the slogan “Satisfaction Guaranteed.”

1967 The first toll-free 1-800 customer service centers are launched in the US.

1981 American Airlines offers the industry’s first frequent-flyer program to reward customer loyalty.

1996 With the growth of the Internet, live-chat and email customer support is introduced for online shoppers.

The idea that the customer determines how successful a business becomes has been accepted by numerous ...

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