In the current downturn, most companies are tightening their belts. But too many are missing their biggest opportunity to contain costs: building loyal relationships with their best customers and with their own employees. In this article, loyalty expert Fred Reichheld explains that small increases in customer retention soon translate into big boosts to profits. And he gives powerful examples of companies whose fidelity to their workers pays off in better relationships with key customers. The author shares the four key steps that the "loyalty leaders" always take.