In today's hostile competitive retail environment, it is important to win the loyalty of your customers, so they can be associated with your brand for a longer period of time. You have to find ways to better serve your customers, a couple of the ways is to give customers the ability to go from chat to your support inbox when they have a question. Then provide them with documented best practices to make the most of their experience with your product or service.
It is important to retain customers, because customer churn is truly disappointing to witness. It sucks when you spend a lot of time, and tracking on a single customer to get them to the purchase stage, only to lose them to a bad experience with your product of service. If you keep track of your cost of acquisition, this can be particularly painful. No business wants to spend more money acquiring a customer than they will pay over their lifetime as customer.
When customers churn, you also lose the opportunity to learn and glean insights into what might have made your service or product better.
A good customer retention strategy bridges the gap, and makes communication easier between the business and the customer.