
The Relationship-Based Enterprise ◾ 43
Customized Relationship Marketing recommends that companies identify their most valuable
customers (MVCs) and then have a close relationship with them. Many companies may use ABC
analysis (e.g., identify the top 20% of customers who account for 80% of sales) to identify their
MVCs. However, this maybe a misguided eort because, this being a lag measure, this would
lead to concentration of eorts on customers, who although are currently contributing to the
protability of the company may not necessarily have a long-term prot potential. e best way of
assessing the long-term prot potential of customers is ...