Coming from the loyal customer's side of things, I feel this article is missing something. I don't think the article points out that most loyal customers just want to be known and heard. You can throw incentives at them all day long but let people hear their real story; the good and bad side of things. Let them tell potential customers why they are still sticking around after a bad experience. Let them see how your company responded to bad situation. This alone will draw people in because they know how they will be treated as a person not just a customer.