This document summarizes key points from Chapter 6 on building customer relationships. It discusses relationship marketing and focusing on retaining current customers rather than acquiring new ones. Maintaining long-term customer relationships provides benefits for both customers and firms. The chapter also covers estimating customer lifetime value, segmenting customers into profitability tiers, and strategies for developing relationships, including providing quality service, increasing switching barriers, and strengthening relationship bonds. It notes that not all customers are suitable for relationships and firms may need to end some business relationships.