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If you've ever wondered why you should improve customer loyalty, all you have to do is think back to Little League baseball. When you were a kid, whose efforts were celebrated most at the end of the season - yours or your coach's? Yours. Even though you could barely hit the ball and ran the wrong way around the bases half the time, it was you that was recognized most, not your coach. You got the trophy, you got the pizza party, you were made to feel like you could become the next Derek Jeter.