The document discusses how customer relationship management (CRM) can help leisure operators sustain and increase customer acquisition, retention, and loyalty during difficult economic times. It analyzes a study of six leisure operators that found CRM provided benefits by building long-term customer relationships. Effective CRM requires an integrated approach involving customer data collection and analysis, business process changes to improve customer experience, and employee training. The document also identifies gaps in how leisure operators currently apply CRM and opportunities to better measure customer lifetime value.