It’s hardly a new idea that customers matter. Many companies and organizations firmly believe this, yet know little about customer retention.

or how best to achieve this marketing goal.

The fundamental philosophy of marketing is to create optimal value for customers. But there’s a significant gap between what companies say and what they actually do; some

strategies can alienate customers and, as a result, backfire.

What’s striking is that companies spend a great deal of money on customer satisfaction and related efforts without necessarily retaining those customers.

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Customers as Assets!

A company’s value comes from the value of its customers—but do companies truly realize this? Seeing customers merely as people with a little money to collect from them by

selling a particular product at a specific time or in a particular situation is simply short-sighted thinking.

Even beyond marketing and its underlying philosophy, what matters most for any investment is the future, not the present. Accordingly, all investors and business owners seek

capital to ensure their institutions and companies remain viable in the future.

But how can they do that? In fact, the only way for these businesses to survive is to ensure the continued support of their funders and the loyalty of the customers they serve.

Accordingly, if we can identify and determine the value of a company’s current and future customers, we can determine the company’s actual value,

its market share, and even forecast its future growth rates and how many customers it can attract.

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Attracting Customers and Generating Profit:

Despite the great importance of the customer as such, attracting customers alone will not be enough to generate profit. For example, if we assume that

a company relied on Marketing Strategy such as reducing the prices of certain products or giving every customer who buys the product a free ticket to travel anywhere in the world,

sales will increase, but profits may not.

The gap between marketing strategies and financial costs must be bridged, and marketing planners must focus on generating profit

or attracting high-value customers. What matters is the value we gain from customers, not attracting the largest possible number of them.

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Marketing Decisions:

Customer sustainability is shaped by—and is a response to—the decisions and strategies a company adopts. At the same time, it also influences those marketing decisions. A company

that sets out to create lasting customer relationships will make marketing decisions and adopt strategies that differ radically from those of a company focused solely on generating profits

temporary, or those that have not made customer sustainability a priority.

In any case, a sustainable customer is not simply someone from whom a company can generate more profits, but someone the company considers one of its assets,

whose presence it sees as the secret to its own existence and the guarantee of its continued success.

Creating this kind of customer is one of the most important and valuable marketing goals. Beyond the idea of generating financial profits, the benefits a company gains from this

type of customer go far beyond profit alone.