Enhancing and optimizing customer retention and loyalty is a major business strategy.

Explain why, and list two examples of companies which follow this strategy.

Improving and optimizing customer retention and loyalty is an essential strategy for market positioning and business success.

The relationship between companies and customers is one of the main focuses of a company or brand, all strategic actions of an organization have a direct or indirect objective of increasing sales and customer satisfaction.

Consumer loyalty and retention are achieved through the trust that the company transmits, through its products, socio-environmental values, communication, advertising, etc. Some examples of a company that invests in customer relations and value creation are Coca-cola, through its advertisements and product recognized worldwide, and P&G, which is a multi-brand company that increases its line more and more due to the recognition and consumer loyalty.