It is difficult to achieve a sustainable competitive advantage in n today’s world of fierce competition where every company is trying to prove their product better than the others. Providing excellent customer service and retaining existing customers can help companies to achieve competitive edge over others in the market place. It's been estimated that the cost to land a new account is as much as six times the cost to retain an existing one.

If we follow the Pareto principle, we understand that 80% of our revenues are generated by 20% of our customers.  Customer relationship building is the key ingredient.