We all know that retaining existing customers is every bit as important as gaining new ones, but the responsibility for doing this often falls down the gap between departments or job functions. Even at companies which have taken specific steps to allocate responsibility for retaining customers, it’s unusual to find the same amount of effort going into this as it does into uncovering and nurturing prospects. But if you do put resources into looking after the people who buy from you, and perhaps go over and above what’s expected in your industry, it’s important to let those customers know it. Many will take your support for granted, and won’t even think to ask your competition if they provide the same additional service. It’s easy to say: “We’re such a good company to deal with that they’ll never go anywhere else”, but if they don’t realise why, they might well give someone else a try one day. Sure, they may regret it, but it’s too late for you then.