Building the Right Relationship with Right Customers

Building the Right Relationships with the Right Customers. Companies should manage customer equity carefully. They should view customers as assets that need to be managed and maximized. But not all customers, not even all loyal customers, are good investments. Surprisingly, some loyal customers can be unprofitable, and some disloyal cus tomers can be profitable. Which customers should the company acquire and retain? The company can classify customers according to their potential.