Seven ways to hold fast to your customers

Mike Pegler (Mike Pegler ( is a principal based in the Mountain View, California, office of management consulting firm PRTM. PRTM ( helps companies develop and execute their strategies through improvements in best practices, IT‐enablement, and core business processes.)

Handbook of Business Strategy

ISSN: 1077-5730

Publication date: 1 December 2004


It’s a fact – customer retention boosts the bottom line. Here’s how to keep them happy, even in tough economic times. Want to nearly double your company’s profitability without having to cut costs, increase prices, or find new customers? Impossible? Not according to some studies, which show that even a small improvement in customer retention can increase profitability by as much as 95 percent. Sharply higher profits, simply by holding onto your existing customers.



Pegler, M. (2004), "Seven ways to hold fast to your customers", Handbook of Business Strategy, Vol. 5 No. 1, pp. 223-226.

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Copyright © 2004, Emerald Group Publishing Limited

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