Customers are often looking to solve a specific problem rather than buy a specific product or service. People buy in order to improve, or at least maintain, their well-being. They don't want a new product or service as much as they want to know what it can do for them and how it can more effectively provide solutions to their problems. Therefore customers will remain 'loyal' to a product or company only for as long as it continues to satisfy their needs or perceptions. The key to acquiring and retaining customers is now seen as identifying and understanding their changing and emerging attitudes and needs – not just what they have, need and want today but their future needs and wants – often before customers themselves are aware of those needs. Strategies to identify and address such emerging needs include minimising customer migration, building-to-order and making appropriate use of internet tools. ...