[Kasparoff]

I think in order to keep your current customers coming back you should invest into following:

1. Superior customer service - additional expense for an organization
2. Superior technology in order to shrink turnaround time - also expensive
3. Follow up survers in order to see how you did
4. Follow up calls and emails if the customer doesn't order again and figure out why.

All of the above requires a careful planning. If you believe that your retained customers may bring a lot of business to you during their life span, then invest in customer service and technology. If you don't beleive so, invest in marketing and promotions instead and don't pay attention to your customers (example Google during 2002-2004). Try to automate customer service with FAQs and email submission forms where you reply with a template email.