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International Customer Loyalty Month – April 2025

International Customer Loyalty Month, which takes place in April, was created to cultivate a customer-centric culture among companies. It’s the ideal time to make companies and employees aware of the importance of developing a loyal customer base. Think about it: nobody is more important to a business than the consumer, right? Without the consumer, it doesn’t matter if you have a winning product that solves all the world’s problems: your business will not thrive. This was a factor that the sales world had to embrace to understand that customer loyalty is its main asset.

History of International Customer Loyalty Month

Loyalty has always been the tip of the balance in any business transaction. A combination of an unfair seller, an unfair product, and an unfair review, is like poison for the trading world. Commerce is based on trust, and it is trust that builds loyalty. Consumer loyalty has been a positive asset for every business since the dawn of capitalism.

The first attempts to win customer loyalty occurred at the end of the 18th century, with marketing strategies that created the ‘premium’ category among repeat customers. At the time, the most successful way to get customers back among American sellers was to distribute tokens that awarded services and discounts to those who obtained them. Later, these tokens were replaced by loyalty programs that became increasingly robust and caused an impact on business growth. But it was the development of computing and business strategies based on data and numbers that shifted the balance to consumer loyalty.

It was mainly from the 1980s that companies began to cultivate a consumer-centric culture among their employees. Even though customer confidence should be encouraged throughout the year, the move started small and created the National Customer Service Week. The first event took place in the first week of October. It was an initiative of the International Customer Service Association, and in 1992, it gained nationwide attention when President George Bush officially recognized its importance to the prosperity of the economy.

Finally, in 2007 consumer loyalty encompassed the entire month of April to be recognized to help entrepreneurs learn about and apply techniques and strategies that improve their services.

International Customer Loyalty Month timeline

National Customer Service Week

The International Customer Service Association launches the first celebration on the topic.

Presidential Recognition

President George Bush defends the importance of employees in providing good quality services.

A Whole Month to Celebrate

In April, the first International Customer Loyalty Month is held.

Customers Become More Demanding

The coronavirus pandemic changed the economy and also increased customer expectations regarding the quality of services.

International Customer Loyalty Month FAQs

Which month is Loyalty Month in?

April is the International Customer Loyalty Month.

What are the four types of customer loyalty?

The four types of loyal customers are active loyal, habitual loyal, situational loyal, and active disloyal.

What are loyal customers?

Loyal customers are those who trust a brand so much that they prefer to always buy its products regardless of price or convenience.

International Customer Loyalty Month Activities

  1. List companies that deserve your trust

    How about listing the top three companies you trust? This is an excellent way to observe International Consumer Loyalty Month.

  2. Learn strategies to win customers

    Do you need to build customer loyalty? April is a great month to learn the right strategies.

  3. Share your view on quality services

    Share your insights about quality services. By doing so, you can help keep the market at a high level of excellence.

5 Interesting Facts About Customer Services

  1. Customer service is crucial for business

    Nine out of 10 Americans consider the quality of customer service to be a crucial factor in deciding to do business with companies.

  2. Customers have changed

    The internet has completely changed the way businesses and customers interact with each other — they are now closer and more connected than ever before.

  3. The whole world is watching

    Companies are seen, analyzed, and criticized all the time — a failure or deviation is quickly identified by the public and can trigger a crisis.

  4. Trust is something you earn

    Building trust is hard work and takes a lot of energy and dedication.

  5. Loyalty is something you cultivate

    While trust is difficult to earn, loyalty is difficult to maintain — companies with loyal customers are those that listen to them and take them into account.

Why We Love International Customer Loyalty Month

  1. It has a long history

    The first events focused on customer loyalty only gained strength from the 1980s onwards. However, businesses based on loyalty strategies have been around since the 18th century.

  2. It changes the way society works

    By promoting a culture based on customer perception and on constantly improving the quality of services, International Customer Loyalty Month provides an environment of listening and transparency. This spreads throughout society.

  3. It helps improve the economy

    The great merit of International Customer Loyalty Month is to promote changes in the economy as a whole. An economy based on customer loyalty is more consistent over the long term and more resilient.

International Customer Loyalty Month dates

2025April 1Tuesday
2026April 1Wednesday
2027April 1Thursday
2028April 1Saturday
2029April 1Sunday
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