woman her best service, and the woman bought two of every product Estée showed her that day. The next day, the woman's relatives came to the store and also purchased from Estée. The moral of this story is: Everyone is a potential they spend personally, these customers refer their friends, and those friends often become loyal customers also.To get an idea of just how valuable loyal customers are, think of your own experience. If you spend just $7 at McDonald's once a week, your gross worth to the company over 10 years will be $3,360! If your family spends $300 a month at a Wal-Mart Super Store, you will bring the store $36,000 over 10 years. That's a lot of income, and it helps to explain why companies put such emphasis on excellent service.