The world of business is changing rapidly as never before. Our customers are better informed and much more demanding than ever. The loyalty of our customers is something that can no longer be taken for granted and the loss of customers, sometimes known as customer churn is a subject close to the heart of most business people today. It is said that it can cost up to 10 times as much to recruit a new customer as it does to retain an existing customer. The secret is to know who our customers are (you might be surprised how many organizations don't) and what it is that they need from us. If we can understand their needs then we can offer goods and services to satisfy those needs, maybe even go a little further and ...

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