4. Retention: It is usually cheaper to retain an old customer rather than seeking new ones. A lot of businesses are not bothered that much about the customers that already have purchased its products/services, and they mainly focus on attracting new ones, however a customer who has been with a company over a long time, in general is more profitable, mostly because customer buys the product/service on regular basis and can refer to the company when recommending to family/friends.
