"Relationships are interactive, based on experience and knowledge, require work, and have a lifecycle of clearly defined states. 

To maintain a relationship at an optimal state requires work, and customers cannot be expected to do this work. 

The business value of good relationships is a form of 'lock-in' - reinforcing brand value, providing the ability to personalize messages and most importantly, providing the ability to give customers exactly what they ask for, when they want it."

- John Thomsen, Chief Executive Officer, Blue Steel Software

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