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1. Think about a service organization that retains you as a loyal customer.  
2. Why are you loyal to this provider?  
3. What are the benefits to you of staying loyal and not switching to another provider?  
4. What would it take for you to switch?  

With regard to the same service organization, what are the benefits to the organization of keeping you as a customer?  

Then Calculate your “lifetime value” to the organization.