Welcome to Let’s Talk Loyalty an industry podcast for loyalty marketing professionals. I’m your host, Paula Thomas. And if you work in loyalty marketing, join me every week to learn the latest ideas from loyalty specialists around the world. Hello and welcome to this week’s short episode of Let’s Talk Loyalty where I’m looking back at my conversation in January, 2021, with Mark James, the CEO of Customology, a customer consulting firm in Brisbane, Australia. Mark had recently conducted some comprehensive customer research and started our discussion by reminding us that it does call sometimes up to 10 times as much to acquire a new customer than it does to keep an existing one.