Our purpose in life is to "stop your customers walking", then work with them and motivate them (through performance improvement and increased value) to "GROW" their business with you.
Most organisations suffer significant costs to attract new customers; Philip Kotler, the prolific marketing author states "the cost of attracting a new customer is estimated to be five times the cost of developing the equivalent revenue from a current customer", (Marketing Management, 9th Edition, 1997).
This is the fundamental principle that underpins Imonic's techniques and models. It is simply more cost effective to grow a business from existing customers than adding new ones. Additionally, not maximising "efforts for" and hence "returns from" an organisation's key customers is in our mind simply wasteful.