If you are in business, you have surely learned the importance of keeping the customers you have already. After all, 80% of your business comes from 20% of your customers – and no matter how many times you have heard that, it is always worth hearing again! In order to stay in business, any company needs to make sure this “20%” stays happy so that they will remain loyal, and they also need to make sure they know how to turn the “80%” into loyal customers as well.One of the big ways in which businesses fail is by focusing too much on gaining new customers rather than focusing more on the customers they already have. New customers are certainly important, but they are not your main source of profit, and so they should not be your first priority. There are several ways to keep your repeat customers happy, but the best way is to find out what they say! If you get to know your customers, you will be able to find out their opinions on different things you are doing with your business. This is a great benefit, as you can find out what they like, and you can also find out what they dislike! Although large businesses are unable to get to know their customers as individuals, there are still a lot of ways for them to “get to know” their customers; of course, good customer service is one way, but also consider having customer surveys and online response forms. After you have taken care of your current customers – making sure you have a solid foundation in place – you can add “new customers” to your scope of focus. Advertising is a great way to get new customers in, but advertising alone will not help you keep new customers; you need to also create a sense of loyalty. If you are a small business, you will continue to grow as long as you take the time to get to know your customers as individuals. And for large companies, by creating a sense of community and familiarity with new customers, you will ensure that they will keep coming back. Failure and success in business are both easy; but success just takes learning how to keep your customers coming back, and it is a lot more profitable than failure!