▁been ▁established ▁with ▁a ▁customer : ▁ ▁The ▁cost ▁of ▁ac quisition ▁occurs ▁only ▁at ▁the ▁beginning ▁of ▁a ▁relationship . ▁The ▁longer ▁a ▁relationship , ▁the ▁lower ▁the ▁am ort ised ▁cost . ▁ ▁Account ▁maintenance ▁costs ▁decl ine ▁as ▁a ▁percentage ▁of ▁total ▁costs ▁or ▁as ▁a ▁percentage ▁of ▁re venue . ▁ ▁Long - term ▁customers ▁tend ▁to ▁be ▁less ▁incl ined ▁to ▁switch ▁products ▁and ▁also ▁tend ▁to ▁be ▁less ▁price - sens itive . ▁This ▁can ▁result ▁in ▁stable ▁unit ▁sales ▁volume ▁and ▁increases ▁in ▁doll ar - s ales ▁volume . ▁ ▁They ▁also ▁may ▁provide ▁free ▁word - of - mouth ▁prom ot ions ▁and ▁refer r als . ▁ ▁Furthermore , ▁they ▁are ▁more ▁likely ▁to ▁purchase ▁anc ill ary ▁products ▁and ▁high - pro fit ▁margin ▁supp lement al ▁products . ▁ ▁Custom ers ▁who ▁stay ▁with ▁a ▁company ▁tend ▁to ▁be ▁satisfied ▁with ▁the ▁relationship ▁and ▁are ▁less ▁likely ▁to ▁switch ▁to ▁compet itors , ▁increasing ▁the ▁difficulty ▁for ▁compet itors ▁to ▁enter ▁the ▁market ▁or ▁gain ▁market ▁share . ▁ ▁Reg ular ▁customers ▁tend ▁to ▁be ▁less ▁expensive ▁to ▁service ▁because ▁they ▁are ▁familiar ▁with ▁the ▁process , ▁require ▁less ▁' ed uc ation ' ▁and ▁are ▁consistent ▁in ▁their ▁order ▁pla cement . ▁ ▁In cre ased ▁customer ▁ret ention ▁and ▁loyal ty ▁makes ▁employees ' ▁jobs ▁easier ▁and ▁more ▁satisfying . ▁In ▁turn , ▁happy ▁employees ▁increase ▁customer ▁satisfaction ▁in ▁a ▁virt uous ▁circle . ▁ ▁The ▁relationship ▁lad der