y to adopt regarding the status of theses factors:
             Number of Customers Many Accountable Reactive Basic
             Medium Proactive Accountable Basic
             Few Partnership Accountable Reactive
             (Source: Principles of Marketing, Third European Edition. Kotler, Amstrong, Saunders, Wong. FT/Prentice Hall 2001.)
             For instance, a supermarket company with many consumer of low profitability will not try to build a strong relationship by calling back its consumers (which by the way would be very costly.)
             To develop customer relationship companies use different tools like adding financial benefit (refunds in supermarkets for frequent users), adding social benefits, and adding structuralities (like free online banking.) Whether or not to use those tools, depends on the expected revenues of this relationship compare to the cost of building it.
             As a matter of fact, consumer relationship is not effective in all si
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