customer_relations - 1 Running head BUILDING ON CUSTOMER...

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1 Running head: BUILDING ON CUSTOMER TIES Building on customer ties. Student’s Name: Professor’s Name: University Affiliation: Course Title: Date:
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2 BUILDING ON CUSTOMER TIES Building on Customer Ties. Question 1: Customer value for a given supplier does not depend on the duration the relationship has lasted or the size of the customer’s purchasing power but relies on the profits that the customers brings to the business as well as other non-monetary advantages (Helm 2004). Net value of a customer as stated by the author would mean that the expected future returns on the relationship would outweigh the negative outcomes of the association. Other valuable components of a customer may also include the customer’s interest in educating the salespeople, contributions towards product development and also continuous referrals done on the products offered by the supplier. All these are usually never factored in during most value assessments on customers as claimed by Helm (2004).
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