Once you've picked up a new customer and made the sale, the goal is to keep them coming back. Many businesses simply focus too much energy on the task of winning new customers or they invest in the wrong customers. Experience shows us that 80 percent of sales come from 20 percent of customers: the 80/20 rule. Too many businesses neglect that top 20 percent of their customer base in pursuit of new customers.

Creating a loyal base of customers is not an easy task, but it is one investment that will pay dividends if done correctly. The steps outlined in this free white paper for Comcast Business Class, “Seven Steps to Build Customer Loyalty,” can help you get there.

For example, one simple shift you can make in your marketing is to change your own perspective. Rather than a “here's what we offer” tone in your marketing efforts, think about what your customer would like to hear. What are the benefits of doing business with you? Figure out their pain points and adopt the tone of “how may I help you?” The difference can be extraordinary.

This in-depth paper offers similar, detailed perspectives on customer service, incentives, success metrics, and much more.

To learn more, check out “Seven Steps to Build Customer Loyalty”.