We all heard about the studies that show it is cheaper to keep a customer and increase your earnings on them, instead of getting new customers. In my mind, the key metric that shows if a client is going to stay with you is not the amount of business these customers do with you, or the likelihood they would recommend your business. It is to do with happiness, and to be precise Active Happiness.

Active happiness doesn’t mean just being content,  having no viable alternative or being stuck. It means these customers get more than they expected, are surprised with how great you are, and instead of just being a client become raving fans. Sure, there are some businesses where this is not realistic, and there is certainly a spectrum, but any company selling a more involved service or product can get more towards raving fans instead of resigned customers.