You’ve Got Your Worksheet…Now Let’s Make It Work for You!
Well done for taking the first step! If you’ve downloaded the Ladder of Loyalty Worksheet, you’re already ahead of most business owners who focus only on attracting new customers, without realising that retaining customers is the real key to growth.
This page will walk you through exactly how to use your worksheet, ensuring you don’t just fill it in and forget about it, but actually take real action to build long-term customer loyalty.
How to Use Your Ladder of Loyalty Worksheet
Follow these simple steps to understand where you’re losing customers—and how to keep them coming back.
✔ Step 1: Familiarise Yourself with the Loyalty Stages
Look at the five key stages: Prospect, Customer, Client, Advocate, and Raving Fan.
Each represents a different level of customer loyalty—your goal is to move people up the ladder.
✔ Step 2: Identify Where Customers Drop Off
Where do most of your customers stop engaging?
Are they buying once and disappearing? Not referring others?
Find the biggest gaps so you know what needs fixing.
✔ Step 3: Take Action to Move Customers Up
For each stage, pick one small action to help customers progress.
Examples:
👉 Follow up after a purchase to turn one-time buyers into repeat customers.
👉 Offer a loyalty reward to encourage repeat business.
👉 Ask for a review or referral to turn happy customers into advocates.
✔ Step 4: Set a Small Goal for the Next Month
Choose one or two key actions to improve customer retention.
For example, focus on increasing repeat purchases, collecting reviews, or getting referrals.
✔ Step 5: Review & Improve
After a few weeks, check in on your progress.
If something worked, do more of it. If not, try another small tweak.
Small, consistent changes lead to big results!
Avoid These Loyalty-Building Mistakes
❌ Focusing Only on New Customers → Acquiring new customers is great, but keeping them is what truly grows your business.
❌ Not Following Up After a Sale → A simple check-in email or thank-you message can dramatically boost repeat purchases.
❌ Forgetting to Ask for Referrals → Happy customers want to recommend you—make it easy for them with a referral incentive.
❌ Not Tracking Customer Retention → What you measure improves. Keep an eye on your repeat purchase rate and referrals.
❌ Trying to Do Everything at Once → Focus on one small improvement at a time. Consistency beats perfection.
Success comes from taking action—small steps lead to big results.
How to Get Even More Out of It
Want to Supercharge Your Customer Loyalty Strategy?
✔ Prefer a guided experience? Watch our video walkthrough on using the worksheet effectively.
✔ Need accountability? Join a Mastermind9 group and get support from fellow business owners.
✔ Looking for more tools? Check out our recommended resources on customer loyalty and retention.
“ In just a few months, I’ve made £40,000 as a direct result of actions from…
Emma Canter | Mind Values Leadership
“ I feel like I’ve got my business mojo back!
Peter Bromiley | AMS Accountancy Ltd
