American Express Merchant Services has developed two videos on mapping customer loyalty. These videos are mostly oriented to small businesses — often, retailers — and fall under the American Express OPEN banner, which is the small business division of American Express.

Besides the videos below, American Express offers an extensive FREE Knowledge Center.

 
The first video is Mapping the Customer Loyalty Cycle Pt. 1: Identifying Your Customer Types: “Your customers may fall into different loyalty categories: ambassadors, loyal, frequent, and win back. This video assesses the different loyalty types and explains how you can identify which of your customers fall into each category.”

 
The second video is Mapping the Customer Loyalty Cycle Pt. 2: Optimizing Your Customer Types: “Customers fall into different categories: advocates, loyal, frequent, infrequent and win back. This video will explain how best to communicate and connect with these customers and help drive sales.”