Consumer retention, continuous increase in the number of loyal customers are the most important tasks of any company striving for success. Loyalty services develop programs that are designed to delight the buyer, strive to anticipate his needs, and please any desire. But the bitter truth is that all this does not help: receiving more interesting offers in terms of price, customers leave. Matthew Dixon, Nick Toman and Rick Delisi, leading experts from the world-famous consulting company Corporate Executive Board Co., conducted a large-scale study and found that the main condition for consumer loyalty is a high-quality and quick solution to its problems when contacting the service.