Regarding customer relationships, managers need to treat each customer contact as an opportunity to make an unprofitable customer profitable or make a profitable customer more profitable.

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Each customer contact is an opportunity for managers to enhance the relationship, potentially increasing the customer's lifetime value by either converting unprofitable customers into profitable ones or increasing the profitability of already profitable customers through upselling, cross-selling, or improving service satisfaction.

Regarding Customer Relationships, Managers Need to Treat Each Customer Contact