The document discusses how customer loyalty journeys differ between B2B and B2C contexts. In B2B, loyalty is determined not only by repeat purchases but also by how many new customers a buyer influences through recommendations. The decision making process is more complicated in B2B as multiple stakeholders are often involved and contractual agreements can enforce structural loyalty rather than personal preference. Marketers are advised to track how buyers spread influence like seeds from a dandelion in order to engage new potential decision makers.