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Think about all the important people in your life. Is it your best friend you’ve known since kindergarten, a spouse, or a parent? Why are they so important to us? Affinity, experiences, and trust. All of this has been built over a lifetime, and nurturing these relationships has become part of our DNA.  As professionals, we of course value our customers, but we can’t ignore the lifetime value of these customers and how this impacts our business. Just like being