Which of the Following Is Not True About Customer Value

Which of the following is not true about customer value and capital budgeting?

A) Managers use NPV calculations to examine the effects of alternative ways to increase consumer loyalty.
B) Managers use NPV calculations to examine the effects of alternative ways to increase customer retention.
C) A comparison of the year-to-year changes in customer NPV estimates highlights whether managers have been successful in maintaining long-term relationships with their consumers.
D) Managers can compare the year-to-year changes and then examine the reason for a decline and devise new product development and marketing strategies for the future.
E) The use of NPV restricts the manager and the manager can't use the NPV calculations to examine the effects of alternative choices.