There are many different theories on gaining new customers and keeping or winning back "old" ones. Attracting new customers is said to be easier than keeping existing ones, while winning back a previous customer is reportedly simpler than gaining a completely new one. Whatever the case, the truth is that businesses lose up to 30 percent of their customer base year on year. Over recent decades, an entire segment has emerged that is set on optimizing the relationship between businesses and their customers. Customer Relationship Management or "CRM", as it is known, involves focusing on the customer and adopting a systematic approach to customer relations - and the associated documentation and administrative tasks are key to enhancing relationship marketing. The pioneering California-based company Zoho Corporation is at this year's HANNOVER MESSE to unveil its all-in-one, cloud-based business software solution, Zoho One.

This innovative software suite for running an entire business comes with more than 40 integrated web applications, which are all stored in a centralized account and can mostly be used on smartphones as well. Zoho One is primarily geared toward boosting sales figures and takes care of marketing, accounting and customer and employee communication. As an added bonus, the Single Sign-On mechanism makes Zoho One something of a "turnkey operating system" for businesses.