All businesses need customers to buy their products and services so that they can make a profit. Businesses aim to look after customers by treating them well and meeting their needs. Businesses need to recognise: The benefits of having satisfied customers – they will come back again (repeat business/loyalty); they will tell their friends and family about the place (reputation); etc. The costs of having dissatisfied customers – they will not return and they will tell their friends of the poor service/goods and they might then not return.