▁of ▁a ▁company ▁or ▁product ▁to ▁retain ▁its ▁customers ▁over ▁some ▁specified ▁period . ▁High ▁customer ▁ret ention ▁means ▁customers ▁of ▁the ▁product ▁or ▁business ▁tend ▁to ▁return ▁to , ▁continue ▁to ▁buy ▁or ▁in ▁some ▁other ▁way ▁not ▁defect ▁to ▁another ▁product ▁or ▁business , ▁or ▁to ▁non - use ▁entirely . ▁S elling ▁organizations ▁generally ▁attempt ▁to ▁reduce ▁customer ▁defe ctions . ▁Customer ▁ret ention ▁starts ▁with ▁the ▁first ▁contact ▁an ▁organization ▁has ▁with ▁a ▁customer ▁and ▁continues ▁throughout ▁the ▁entire ▁lifetime ▁of ▁a ▁relationship ▁and ▁successful ▁ret ention ▁efforts ▁take ▁this ▁entire ▁lif ecycle ▁into ▁account . ▁A ▁company ' s ▁ability ▁to ▁attract ▁and ▁retain ▁new ▁customers ▁is ▁related ▁not ▁only ▁to ▁its ▁product ▁or ▁services , ▁but ▁also ▁to ▁the ▁way ▁it ▁services ▁its ▁existing ▁customers , ▁the ▁value ▁the ▁customers ▁actually ▁perce ive ▁as ▁a ▁result ▁of ▁util izing ▁the ▁solutions , ▁and ▁the ▁reputation ▁it ▁creates ▁within ▁and ▁across ▁the ▁market place . ▁ ▁Success ful ▁customer ▁ret ention ▁involves ▁more ▁than ▁giving ▁the ▁customer ▁what ▁they ▁expect . ▁Gener ating ▁loyal ▁advoc ates ▁of ▁the ▁brand ▁might ▁mean ▁exceed ing ▁customer ▁expect ations . ▁Creating ▁customer ▁loyal ty ▁puts ▁' customer ▁value ▁rather ▁than ▁maxim izing ▁prof its ▁and ▁share holder ▁value ▁at ▁the ▁center ▁of ▁business ▁strategy '. ▁The ▁key ▁different iation ▁in ▁a ▁compet itive ▁environment ▁is ▁often ▁the ▁delivery ▁of ▁a ▁consist ently ▁high ▁standard ▁of ▁customer ▁service . ▁Furthermore , ▁in ▁the ▁emer ging ▁world ▁of ▁Customer ▁Success , ▁ret ention