Like many Americans, I was delayed in airports across the country over the past few weeks. Fortunately, I happened to have one of the more enlightening books I’ve read in a long time in my briefcase. It is entitled “The Ultimate Question: Driving Good Profits Through True Growth.” This book was authored by Fred Reichheld, who also wrote “The Loyalty Effect.”

We have all heard that it costs several times more to attract a new customer than keep an existing one. Pundits also say that satisfied, loyal customers become increasingly profitable over time as they purchase new products, buy updates and supplies for existing products, and recruit others to do the same. Others say that customer loyalty is the single most important driver of growth and profitability.

As demand has shifted from print to multi-channel communications over the past 10 years, we have seen extensive consolidation in the printing industry. If the statistics are correct, as many as 10% of printers will be purchased or go out of business in 2008. There are several of you that would prefer to be on the buying end versus the selling end of those transactions. Businesses in all sectors of the economy are looking for ways to build customer loyalty to become the preferred supplier to their customer base.