In recent years, marketing's focus has started to shift to include customers in addition to leads. For many organizations, this shift into retention from solely acquisition has been gradual instead of dramatic. A recent Gartner survey found that on average only 18 percent of marketing budgets are focused on customer retention efforts. This is in spite of the fact that, for many businesses, existing customers account for the majority of their revenue. Add to this the current situation with people and companies holding off on many purchases due to the economic fallout from the global COVID-19 pandemic and it becomes a necessity for businesses to pay close attention to retaining existing customers.