Internet service provider provides an internet access solution rather than the communication line and hardware. In this respect, interaction with customers is very important to maintain and enhance customer loyalty. Words of mouth of loyal customers is always much direct and more effective than the branding advertising if customer interaction is well-managed. Thus, management of customer interaction is important in marketing communication. It is always easier to lose a customer than to gain a new customer.
Investment is always justified to retain good customers.
Thus, retention marketing becomes more and more important in modern marketing. Good customers are those who are highly-involved in the purchasing and usage experience and are fit into your competitive advantages. Good customers and you should have mutual reliance on each other and they can identify and value such mutual reliance. To retain good customers, you must enhance your product and offer from time to time, i.e. to review your product based on the possible change in the customers' need and to pursue continuous improvement in both product and marketing. To retain good customers, you must provide quality customer service and quality training to your staff so that individual customer needs can be identified and served by your staff.