What service companies should do is organize themselves in a way that maximizes Customer Equity--the asset value of their customer relationships.
Gary Getz,"Is Your Org Chart Customer-Equitable?" Internet World: Intelligent CRM Strategies, December 3, 2002.

All customer interactions can affect the strength of the relationship.
Gary Getz, "It Is Your Table," Internet World: Intelligent CRM Strategies, November 4, 2002.

The lesson we get from Customer Equity analysis is that it shouldn't be everything for some and nothing for the rest. It should "mind the gap" and create programs that fill it.
Gary Getz, "Mind the Gap," Internet World: Intelligent CRM Strategies, October 7, 2002.

CRM systems should be geared toward helping deliver what it is that customers need at each lifecycle phase.
Gary Getz, "Use CRM to Manage Customer Lifecycles," Internet World: Intelligent CRM Strategies, September 9, 2002.

Design your service offering to meet customers' needs, economically
Gary Getz, "More is Not Always Better--No Matter What People Say," Internet World: Intelligent CRM Strategies, August 5, 2002.

Assess the future or potential value of a customer, not just his/her historical value
Gary Getz, "Commentary: Bank on the Future Value of Your Customers," Internet World: Intelligent CRM Strategies, July 1, 2002.

"Customer retention is critical to a firm's success, but it's not the magic bullet."
Gary Getz, with Integral Academic Affiliates Robert Blattberg and Jacquelyn Thomas, featured in "Managing Customer Retention," Incentive, April 2002.

"The fad is over, and now it is time for the real work."
Gary Getz, featured in "CRM Stumbles on the Catwalk," Internet World Magazine, April 2002.

Companies should think of and manage their customer relationships like they think of other valuable, financial assets.
Gary Getz, "Commentary: Get Enough (But Not Too Much) Data," Internet World: CRM Fanatic E-Newsletter, April 2, 2002.

Once you have a Customer Equity mindset, getting a return on investment from CRM is more straightforward, though still not easy.
Gary Getz, "Commentary: Change Your Mindset to Get ROI from CRM," Internet World: CRM Fanatic E-Newsletter, March 5, 2002.

Focus on growing Customer Equity
"Improving Your CRM Game," by Gary Getz, Internet World: CRM Fanatic E-Newsletter, February 5, 2002.

Never treat new customers the same as established ones
Tenets from Customer Equity were featured in "One Size Doesn't Fit All," by Adriana Puckett in the January 2002 issue of Sellingpower.com.

CRM is not the Answer
Gary Getz expounds upon common pitfalls in determining customer value in the article "Gauging Customer Equity: Do You Have Any Idea What Your Customers Are Worth?" in the January 1, 2002 edition of the Executive Report on Customer Retention.

Focusing on near-term profits may lead to the forfeit of longer-term prosperity
"Customers as Assets?" by Gary Getz, The Business to Business Marketer, November/December 2001.

Companies must acquire assets before they can manage them
An excerpt from Customer Equity: Building and Managing Relationships as Valuable Assets was highlighted in the October 2001 issue of Direct Marketing, in the article "Managing Customer Acquisition."

Treat customers as financial assets
Nine common mistakes in pursuing customer-centricity are highlighted in the September 2001 issue of Catalog Success, "By the Book: Why Companies Fail to Maximize Customer Value."

How to make better decisions about where to focus marketing efforts and dollars
Robert Blattberg, Gary Getz, and Mark Pelofsky outline lessons for managers that want to build company value through customer value in "Want to Build Your Business? Grow Your Customer Equity," Harvard Management Update, August 2001.