Keeping customers happy has always been important - the theory goes that a happy customer keeps on buying. Marketing gurus tell us that there are degrees of happiness with the ultimate being an advocate - someone who raves about your company without any prompting. In practice most customers don't reach that stage, they end up being just plain satisfied.
But satisfied is good, in fact it is fantastic. A satisfied customer will keep buying so long as you communicate with them. They may get tempted to go elsewhere but regular communication will pull them back.
The great thing about communicating with your customers is that it isn't rocket science. All it takes a good procedure that is well executed.
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