Business-to-business marketers can think of their happy, loyal customers as a source of inexpensive leads, word-of-mouth marketing and more income, writes Corey Eridon. Your company's customer-retention rate, as well as its Net Promoter Score of how likely customers are to recommend you to friends and colleagues, are two metrics to watch. Maintaining open lines of communication with your best customers helps build brand loyalty, instills a sense of community around your brand and helps avoid any misunderstandings over price changes, he notes.

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