It’s hardly surprising how companies will go all out to get new customers, often spending a fortune on advertising, mail shots and sales representatives. Providing that this is done with clear objectives (i.e. it makes you more than it costs you) then it can be an admirable plan. Why then after so much effort has been invested in attracting new customers is there no similar plan when it comes to keeping them. Often no-one considers how to retain business until the customer comes on the phone to tell you he is moving to a competitor, unfortunately by then it may be too late. “He who fails to plan, plans to fail".