Current value is a critical
part of the customer relationship. Naturally
a customer’s value will change over time;
therefore the actions you take on that customer
should reflect the change in customer value.
A customer who is treated the same way as he/she
was at the time of acquisition although his/her
value has increased may look at other alternatives.
By not treating customers in accordance with
their current value, organizations risk a higher
turnover rate, higher credit risk and lower
profitability.
