Doing business in today’s highly competitive economy is challenging, and it could get tougher. Will the economy stall, or, take a downward turn? It’s difficult to predict market trends. But this much is clear: Whatever happens, every existing customer is a critically important asset, and one that you can’t afford to lose.
 
Over the years, marketing studies have consistently shown that the cost of finding new customers is about five times the cost of retaining old customers—and finding new customers these days is more costly and difficult than ever. 
 
Obviously, keeping established customers coming ...