In a recent LinkedIn post, Stacy Sherman discusses a common business pitfall: prioritizing new customer acquisition over retaining existing, loyal customers. Sherman argues that many companies offer significant perks to attract new business while providing only mediocre treatment and charging fees for convenience to their long-time patrons.
The Pitfall of Monetizing Loyalty
Sherman highlights this imbalance, stating that businesses often overlook the value of their established customer base. “Many companies obsess over acquiring NEW customers. They get perks & special treatment. Meanwhile, long-time customers funding the business get mediocre offers & charged for convenience. Don’t monetize loyalty.” This approach, according to Sherman, is counterproductive and fails to recognize the foundation upon which the business is built.
American Airlines’ Strategic Shift
The post uses American Airlines as a positive example of a company shifting its strategy. Sherman commends the airline for following an industry trend of removing barriers and adding value for existing customers. Specifically, she notes the decision to offer free Wi-Fi to AAdvantage members.
“I’m glad to see American Airlines following what others in the industry have started: removing a paywall and giving value (free Wi-Fi) to the customers who already chose them (AAdvantage members).”
This move is framed as a strategic decision to strengthen customer relationships rather than simply extracting revenue. As Sherman explains, the airline stopped charging for internet access to foster a deeper connection with its customers, embodying what she terms “Doing Customer eXperience Right™.”
Identifying Your “Wi-Fi Equivalent”
Sherman encourages other businesses to identify and address similar friction points for their valuable customers. She poses a direct challenge to readers: “What is your “Wi-Fi equivalent”? I recommend you identify one friction point your valuable customers have learned to tolerate, and remove it.” The core message is to shift focus from maximizing individual transaction fees to securing long-term customer relationships.
Prioritizing Relationships Over Transactions
According to Sherman, the ultimate goal should be relationship security over short-term transactional gains. By removing obstacles and demonstrating appreciation for existing patronage, businesses can foster greater loyalty and sustainable growth. Sherman concludes by offering further assistance, inviting those with questions to message her and subscribe to her newsletter for more actionable strategies.
📝 About This Content
This article is based on insights shared by Stacy Sherman on LinkedIn.
📅 Originally posted on January 7, 2026 | View original post on LinkedIn →