It is important to understand the degree to which your customers continue to buy from your business.
Customer retention is a critical factor in profitability.
When a customer leaves to buy from a competitor, there is usually a reason or set of reasons why they left. In many cases the customer goes elsewhere without a hint there might have been a problem. It is important to track sales by customer so that trends in buying can be spotted. When a customer begins to buy less, it is important to find out why. Sales reps should have first hand access to data that provides these trends.