INTRODUCTIONCustomer retention refers to the activities and actions undertaken by businesses and organizations to reduce the number of customer defections. The goal of customer loyalty programs is to help businesses retain as many customers as possible, often through customer retention and brand loyalty initiatives. It is important to remember that customer loyalty begins from the first contact a customer has with a company and continues throughout the life of the relationship.CHAPTER 1. IN CUSTOMER LOYALTY STRATEGYWhat are the trends in area unit?.It is a kind of change in fashion or profession in any field. this is done by inventing and representing new technologies and concepts. WHO area unit GUEST Customers play the primary role [*fr1] in business. In reality, the consumer is that the particular boss takes extreme care of business and controls the profit even for loyal customers. These forms of customer area are fewer in number, but promote additional sales and profits compared to different customers, as these areas unite those who quite happy area unit. These customers move up the company over time, so it's crucial to move and work with them a little on a daily basis and invest a lot of time and energy with them. Loyal customers want individual attention which demands polite and respectful responses from the supplier.2. Discount Customers – Discount customers are frequent guests, but they are only a locality of business once they receive discounts on regular merchandise and brands or only purchase merchandise at low price. Additionally, the more they tend to buy, the bigger the discount. These customers are largely associated with small industries or industries that target low or marginal investments in goods. targeting these types of customers jointly|is also} necessary as they also drive a significant portion of profit in