In all the differences that human beings have, one thing is for sure. We might not explicitly say it, but deep in our hearts, despite the macho exterior and devil may care attitude that some present, we all want to be cared for. If businesses were to understand and make that simple fact of human nature a central focus in their activities, they will do well. Bottomline, loyalty is not something that just happened, it is earned. And even loyalty has its limits – especially when the customers feel that they are no longer cared for, or that someone else is able to care for their needs much better.