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Customers are important assets of any company — this is not a novel thought. How many books do you have on how to attract customers, satisfy customers, delight customers, engage them, keep them, be friendly to them, train your people to deal with them — the list goes on and on. Yet, do you know, in explicit, dollars-and-cents terms, what value your customers bring to your business? Gupta and Lehmann recognize the difficulties in finding and explaining the tangible impact of your efforts to attr