An integrated, service-based approach to profitable customer loyalty, in which feedback related to an implicated product/process is received from at least two users. The feedback received from the users is aggregated and analyzed to identify the implicated product/process. It is determined whether the aggregated feedback received from the users reaches a threshold level with respect to one or more of the implicated product/process identified. If the threshold level is determined to have been reached, an aspect of the implicated product/process that is related to the aggregated feedback is identified and the identified aspect of the product/process is modified based on the aggregated feedback.