You not only need to increase your customer base in order to be competitive in a company that depends on customers, but you also need to build customers for life. These customers become your secret sales team if you can do that. I'm pleased you've included understanding. know your customer and that only happen when you start listening to them. Listen, actually, to what makes them happy and to what problems they may have. A happy customer service team is one of the added benefits of understanding your clients. Taking an occasional complaint from someone you've spoken to before and who's the account you're familiar with, isn't going to be just as frustrating. I've seen the real-world advantages of a top-notch.