The Customer Loyalty Ladder is a concept that describes the path of customers to improve their satisfaction with the products or services they are buying. It's a complex ladder that starts from low satisfaction and can go up to extreme satisfaction. The customer loyalty ladder is an attempt to explain why some customers become more satisfied with their purchases over time, while others don't. The customer loyalty ladder was first proposed by Steven Rose in his book "The Customer Is Always Right: Why Satisfaction Matters and How We Can All Win" (2005). In this book, he argues for the need for companies to take into account customer preferences as well as their needs when designing products and services.