john jantsch is author of the brand-new book "the commitment engine." congratulations on the book. a big issue, creating customer loyalty. keeping a customer is cheaper than getting a brand-new one. let's dive in. you talk about teaching your customers. how does that have to do with loyalty? >> somebody buys something and they expect a result, they promise a result. we do everything we say to deliver on the product or service, but then, for whatever reason, they don't get the result. i think sometimes we underestimate somebody buys, i think you used software as a great example and they only use 10% of it. we want to continue to educate them to get the most out of it. as you mentioned, the greatest form of league generation is a happy customer. a happy customer is one using and getting the full results of whatever it is we promised. >> i have to say, in my own experience, when customers have been unhappy, it's because they don't understand something, something that we are offering. they get confused. >> we sell products online and we survey our customers immediately afterwards. i ca