Book excerpt: Develop difficult-to-attain customer trust and loyalty through predictable and consistent service experience Today's customer is a "Butterfly Customer," skeptical, not loyal to any product or company, and only yours until the next best thing comes along. The Butterfly Customer defines the true meaning of customer loyalty and provides a master plan for achieving success. Authors Susan O'Dell and Joan Pajunen explain that a better measure of a customer's loyalty is how much trust they place in your business. Here, business managers will learn how to write their own contracts with customers, determine what promises that contract with the customer implies, and focus on delivering service. By running a business with integrity, owners will develop trust with their customers and profit by doing so. * Includes numerous examples of actual companies and what actions they are taking to capture customers' loyalty Susan M. O'Dell and Joan A. Pajunen (both from Mississauga, Canada) are Principals in Service Dimensions, a consulting company specializing in retail and service sectors.