Often businesses spend as much time and effort gathering new customers as they do on anything else. It is also one of the costliest functions of doing business. So, it is important to make sure you do not lose the customers you have spent so much energy to acquire. The alternative is to continue with the time-consuming process of finding new customers from an ever-shrinking pool of prospects. Since it costs much less to keep existing customers instead of constantly replacing them, it makes good business sense to do what it takes to keep customers coming back.