The loyalty between customers and producers have to be equal. This past summer, Starbucks had problems with customers who are part of the Gold Card Program. Customers can receive these golden cards, which offers them special rewards, after spending a certain amount of money at any Starbucks location. But there is a twist. Each year the customers have to purchase a certain amount in order to keep this card and if they do not reach the level, their Stars go back to zero. The problem is that there was no warning that the customers were behind in their purchases. Many were surprised and frustrated that all of their benefits would disappear. What caused this frustration was the lack of communication and encouragement that Starbucks offered these demoted customers. Loyalty of customers is so important for not only the success of a company, but for its reputation. Individuals will be more inclined to purchase from a company that cares about their customers and is respected in society. Without a doubt Starbucks is a multimillion dollar company that has loyal customers, but they need to find ways to make sure all of their customers are satisfied and excited to come back. http://www.forbes.com/sites/rogerdooley/2013/07/23/starbucks-gold/