Option B: continuously improve, innovate, and upgrade their core competencies.
Step-by-step explanation:
A firm exceeds, retain customer only by
1. Continuously improving: Even a successful company will have some flaws, where they have to find, repairs it and go to the next level. So improvement is unchangeable.
2. Innovate: Create new products, showing things in a newer fashion connects the customer and when the customer is connected the business is always on.
3. Update Core competencies: Upgrade is necessary in each and every part of the organization which includes skills of employees, infrastructure, etc.