Ten Ways to Increase Customer Loyalty [Archive.org URL]

Acquiring new customers is the “show biz” side of direct marketing: The budgets are much larger, and you get to be more creative and perhaps use a broader variety of media. There’s this problem, though: It costs five times as much to find a new customer as it does to keep an existing one.

That’s why smart organizations are focusing more of their resources on keeping and growing current customers. The key is to exceed customers’ expectations. Here are 10 ways to accomplish that.

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