Customer retention is one of the most important aspects of any business around the world. Misunderstanding how customers think is a proven way to lose customers, lowering your retention rates. One way to build retention is by socializing with your customers. The first step is to set client expectations early. Every business loses some customers, but rarely recognize how many of their customers become inactive. By spending time at the beginning of the business-customer relationship by getting to know them, you can actually help keep your customers longer. Most businesses invest a lot of valuable time, effort, and expense building that initial customer relationship, because the easiest way to grow your business is to keep the ones you have. By retaining the customers already with your business, it’s often possible to double or triple your growth rates, because you’re no longer making up for the customers you lost.

The customer's initial purchase decision is only the beginning of your sale, because almost everyone experiences buyer’s remorse. While many people do an excellent job of making the initial sale, you still have to touch base with the customer on a regular basis and make sure they are still satisfied, and that they don't feel left in the dark. The more comfortable the customer is, the more likely they are to continue business. To lock in that sale, demonstrate to your customers that you really care. Thanking them, and reminding them again why they’ve made the right decision, helps build confidence in your company. But you should also strive to demonstrate through your customer service that they really did make the right choice. There must always be consistency between what you say and do and what your customers experience. Service integrity is demonstrated not just in how you handle large issues, but the small ones, as well. Customers will be attracted to you if you are open and honest with them, care for them, take a genuine interest in them, and don’t let them down.

" Get closer than ever to your customers. So close that you tell them what they need before they realize it themselves"-Steve Jobs