Entrepreneurs are hard working people. Most of what they do, they do it to delight their customers. But why aim to achieve this if not to see them come back for more? Most companies focus on acquisition more than customer retention, even though it can cost 7x more to acquire new customers. In fact, 65% of a company’s business comes from returning customers, while 80% of a company’s future profits depend on only 20% of its existing customer base.