The secret of building strong and flourishing relationship with customers is their satisfaction both with your product and your service. You spend a budget on attracting the customers, and you'll have to work on keeping them by delivering value over and over again. When you prove that being your long-term client is valuable and pleasant experience, you'll turn your customers loyal. Loyal customers do not require big marketing budget to get converted, they are already inclined to buy more from you. The more loyal customers you have, the less your churn is. Increasing loyalty also means increasing lifetime value of these customers.