"Already, many companies find it more of a struggle than they did to win new customers and to keep those they already have. This is not surprise. Competition has sprung up from all sorts of new directions in the past few years, and it will intensify in times of economic downturn (such as the Global Financial Crises). During such periods customers become both choosier and more cautious. Companies that do not respond can find that old loyalties evaporate quickly."

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