Acquiring new customers is not only five times more expensive than retaining existing customers, but there's only a 5-20% chance of closing a sale. Yet existing customers, according to Paul W. Farris' Marketing Metrics, are 3-10 times more likely to close than new customers.

Companies provide the infrastructure for customers to do what they want, when they want, how they want. Customers constantly choose to interact with their products and services, and want to find the best mix of services to ensure they can accomplish their day-to-day responsibilities and goals. Customers also prefer the ease of adding a new product or upgrade from an existing vendor versus having to go through the qualification steps and "red tape" to bring on a new vendor. It's up to companies to ensure that their customers continuously see the value in their offerings and trust in the brand to provide exactly what they need when they need it-with the functionality for however they're going to use it.