This has created an online presence and people find the interactive ability and responsiveness attractive. This will help attract future potential customers, retain current customers in the area and expose them to other businesses and services Aspen has to offer as a destination. This is extremely important as a marketing strategy, similar to how it is in the hospitality industry; you want to build a relationship with your guests so that one-time customers become repeat customers and those customers become lifelong customers. In my guest service management course, we learned that it is much cheaper to retain customers than to market to and acquire a new customer. Relationships are so important in every aspect of a company's customer service; it is the ultimate key to obtaining it