In many countries, microfinance institutions are losing their monopolistic control over the market, and customers are becoming experienced purchasers of a wide variety of financial services. The emerging reality of increasing competition and a more discerning clientele necessitates a different approach to microfinance. This publication proposes a new formula, one in which MFIs seek feedback from customers, incorporate that feedback into product design and service delivery, and thereby build loyalty in existing customers. This guide first shows the positive economic impact of customer loyalty on both the customer and the institution, and then gives MFIs step-by-step guidelines for increasing customer loyalty.