Lets look at car companies; not all of them just one specifically Marketing Excellence Car Company (MECC). MECC makes $5,000 in profits for every car sold. They sell 10,000 cars a year. That is $50,000,000 in total profits. My math is right?
The average car buyer will repurchase every 6 years (estimate). The average car buyer buys their first brand new car at age 28. If that car buyer drives until the age of 64, they will have purchased on average of 6 cars for themselves, not to mention purchases for kids, spouse, grandchildren etc. So keeping that customer happy and a repeat buyer is worth $30,000 (6 cars over their driving life x $5,000). You see how that $30,000 compared to millions is not getting their attention.
If the recent customer was happy with their previous purchase, MECC's selling costs would be reduced. Lets say by $500. Said differently MECC's profit would increase by $500. Take the $500 and multiply it by the 10,000 cars sold this year and the result is $5 million. I think you get the idea. Keep your current customers happy because they are worth more to you in the future.