Customer acquisition is costly. Companies with large, embedded customer bases that improve customer retention may increase margins by hundreds of millions of dollars. How? By improving customer service. While many companies are beginning to acknowledge the profit potential associated with churn reduction, few have mastered the art and science of customer service. In the digital age, the point of sale is no longer the singular point of victory. Customers are won (and lost) long before and long after the sales transaction. Retention is impacted by the experiences they have while evaluating and using products and services.