Every business understands the importance of acquiring and sustaining its customer base. In a competitive, global economy, even the smaller local businesses can lose customers to competitors on the other side of the world. The cost of acquiring a new customer includes marketing and advertising, resources and personnel, customer support, search engine optimization and more. The cost to sustain a customer relationship is equally important and encompasses customer care, online and personal support, the cost of introducing new products and services, the cost of targeting specific customers with discount, offers and outreach designed to keep the customer engaged and interested.
