Most of the managers today agree with the notion that they should focus on growing the lifetime value of their customer relationships.

Most of the managers today agree with the notion that they should focus on growing the lifetime value of their customer relationships. Building loyalty and retention, cross-selling related goods and services, broadening offerings to fulfill more of customers need and wants all are the way of adding to overall customer equity. The problem is for all the managers buy into this long-term customer focus, most have not bought into its logical implications.