This document discusses key areas for attracting and retaining customers such as effective communication, superior offerings, advertising products, and strategic partnerships. It also covers the cost of lost customers from churn, defection rates, and lifetime value. Finally, it provides steps to reduce customer defection by defining and measuring defection rates, distinguishing the causes of attrition, and assessing the cost to reduce customer loss.

2.  Key areas:ttracting customers
 Communication
 Superior offering
 Advertise products
 Strategic partner team

3.  Cost of lost customers
 Customer churn
 Defection rate
 Lifetime value

4.  Reducing defection
 Define and measure defection rate
 Distinguish cause of attrition
 Assess cost to reduce customer defection