Assuming that repeat purchases or loyalty are the natural next steps after an initial purchase can be a catastrophic mistake when budgets are built on rapidly declining acquisition costs and immediately long & high lifetime value.
Real relationship are defined by an ongoing effort to give more and ask for less. Smart customers see external market dynamics and internal changes that conflict with the mindless, perpetual loyalty companies expect from them.

We monitor the many forces that tempt customers to try other options, and use this to pre-emptively address factors most likely to trigger disloyalty.

While we cannot control competitive responses or innovations, we can monitor how the user experience evolves (where routine can be associated with being either boring and mundane or comfortable and familiar) and how broader market factors are changing expectations and access to other options.