On the surface, the goal of business appears to be to sell a product
or service to a customer. The completed sale tends to sit at the end of
almost every sales-funnel model, and is represented as the culmination
of all customer touchpoints. But the reality is that businesses that
focus only on that single sale seldom reach success. The real measure of
effectiveness lies beyond that first sale, in how well an organization
is able to retain its current customers while also attracting new ones.
The best customers are those who return again and again. They trust
your business, and are excited about new offerings you make available.
They share your brand with their friends and associates, and promote it
across social media and review sites. In short, they demonstrate
improved, ongoing value, and should be a major focus on your business