1. consumption: are they using it? 2. collateral: do you have control their stuff/data? 3. cost to switch: would they lose benefits/data if they left? 4. choice: are there alternatives? 5. control of money flow: do you process payments? 6. cause: do you support a movement or charity? 7. community: would they lose support if they left? 8. contracts: do you have long contracts? 9. communication: how often do you talk to customers? Do you constantly have things to look forward to and convey that to customers?