It's a simple fact of business: Most companies are obsessed with getting new customers. They advertise, plead, cajole, bribe, bend over backwards and sometimes beg to get a new customer.
And after all that, once they get them, they ignore them.
"Most companies spend a lion's share of resources to attract a new customer," said Theodore Kinni, co-owner of The Business Reader, a Williamsburg, Va., business-to-business bookseller. "At the same time, more valuable, already profitable existing customers are walking out the back door unnoticed and uncared for."
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