Customer loyalty can be a powerful competitive advantage. And customer loyalty is more than repeat purchasing. Customers who are loyal tend to buy more over time and, more importantly, tend to recommend a company to their family, friends, and colleagues. Enterprise Rent-A-Car figured this out early on and, rather than having a complicated and sophisticated customer research program, it focuses on two simple questions: one is about the quality of the customer's rental experience; the second is about the likelihood that they would rent from the company again. What do you think about this view? What organizational capabilities would be necessary to develop customer loyalty? How do these relate to customer loyalty?