Customers want to feel special, and they want to feel like the company values their business. When a company takes the time to understand what their customers want and need, and then goes out of their way to give it to them, that's when customers start becoming loyal. Another reason customers become loyal is if they feel like they're part of a community. Companies that focus on building relationships with their customers rather than just trying to make a sale are more likely to create loyal customers. When customers feel like they're part of something bigger than themselves, they're more likely to be devoted to the company.