Never take anything or anyone for granted

The best example if this is marriage.

Not because you're married that you can stop saying "I love you".

I'm not a marriage counselor. However, I am married. If I stop saying to my wife that I love her, it means I start taking her for granted.

I read somewhere that marriage is like a muscle. Stop using it, it atrophies.

Same thing for your customers. Never ever take them for granted. Cause if you do, they will be attracted by the offers of your competition. You might then lose some. If you keep neglecting your customer support, or stop adding stuff or features, next thing you know, you will realize you are losing money at a faster and faster rate and wonder why.

A new customer is good business. A lost customer is a sad thing. Losing many costumers fast is a warning sign. It not only hurts your financial present, but your reputation as well, which would lead to even greater financial loss.

I'm not saying you won't ever lose customers. In business, it's the same for everyone : win some, lose some.

What I'm talking about here is not about trying to reach perfection. It's about reducing the number of inevitable losses to acceptable numbers.

The world changes at a fast rate. You have to keep up with it, especially in business.

There are basic principles that help keep sophisticated customers in your fold.

The customers you get a better chance of losing are the ones who go from one offer to another. The number of customers who do that will always be very much higher that the number of loyal customers you have. It's a fact fo life. People see good  ideas arrive on the world market every day. Many ideas that are not so good or simply rehashes of the good ideas of last year are so well presented that they will get a lot of attention.

Stop and think of the singers who were hot ten years ago. Most if them are back into oblivion. The ones who are still here have a combination of talent, dedication, and using their resources properly.