TAA'S UNIQUE CUSTDNIER STRATEGY Tianna has always stressed the importance of providing an exciting but safe experience for customers. She only employs qualied staff and provides enough ongoing training to keep them up to date with the latest techniques and safety procedures. She believes that to be successful over the long term TAA must focus on delivering high levels of customer satisfaction and develop a strong relationship with all customers {and the guests they send on tours}. so that Drive-up and Pre-booked customers (or guests) always want to come back a second (and third) time and Schools and Tour Group customers get such glowing reports from their own guests2 that they will place more bookings with TAA. Tianna says: \"Customer retention ieveis are key. Churn is a dirty word. Whatever the nape of customer, we believe it costs ve times more to nd a new customer than to retain an existing one. We want to put our marketing eorts into attracting the 'right' customers, that means long-term customers that wiii be loyal anti stay with usfor many years to come. Moreover, we want our customers to become enthusiastic \"Promoters ' that openly refer TAA to their ends. \" Mateo is more than a little sceptical when Tianna talks about high levels of customer satisfaction. He thinks that all this talk about long-term relationships and customer loyalty is 'an expensive luxury'. Mateo feels obliged to point out that TAA has invested heavily in recent years and needs to make an adequate return on that investment to enable AC to adequately support the conununity