Retaining old customers is definitely cheaper than acquiring new ones, therefore customer retention is extremely crucial for any business. If you have learnt the art of keeping your customers happy and satisfied, you will surely keep them. Yet, why do some retention strategies fail to create a loyal customer database? The main reason why some organisations sustainably grow long term while some burn out and die depends on three main characters: Keeping customers happy Minimising customer effort Excellent customer service Organisations should focus on having proactive, reachable customer service that delivers customer delight and satisfaction. This in turn initiates optimum loyal customer database and customer retention. If you have any comments or suggestions, we encourage you to share the same with us.