>> You've convinced the CEO to stay put. Now your challenge is to choose the best customer relationship management (CRM) approach. Susan believes that all members are equally important to the business, and have the same potential to contribute to the bottom line. She is convinced that everyone expects and deserves to get the same offerings and prices. In fact, she thinks some people will be offended if others receive exclusive benefits. Members who feel offended may switch to the competition, and you certainly don't want to lose more membership fees. But you know that members differ significantly in their long-term value to the business. For example, some routinely pay extra for one-on-one treatments while others never do. Almost 80 percent of new referrals have come from only 20 percent of current customers. Maybe you should design a program to recognize and take advantage of customer lifetime value (CLV) differences. What is the best CRM strategy