1 Customers are not revolutionaries. They are attr...

1 Customers are not revolutionaries. They are attracted to be the certainty of knowing that 2 what they buy it will be good value for money or will perform a particular task effectively. 3 They are cautious but their loyalty , without once achieved , is the key to business success. 4 Brands can help to create customer loyalty by providing us a signpost to certainty and 5 safety . Ideally , when a customer sees off a product , it leads to a range of positive thoughts 6 so that the product is being bought . Unfortunately , only a small number of products have 7 reached to this level . While everyone in business is aware of the need to attract and 8 retain customers , that they often overlook the second , more important , half of the 9 equation . In the excitement of beating against the competition and securing orders, 10 managers often fail to ensure that the customer remains a customer . It has been 11 estimated that since the average company loses between 10 to 30% of its customers 12 every year and this only recently have organizations started to wake up to these lost 13 opportunities and to calculate the financial implications .