The exchange relationship is more important than a company selling a product and a customer purchasing a product. There are steps to take in order to perform a successful exchange relationship. One of these steps include finding out the value of the exchange for the customer (Mullins, Walker & Boyd, 2008). People find value in the benefits they receive from the product. You should write a paper regarding customer relationship management (CRM), collecting customer information, attaining general preferences of the past customer to foresee future behaviors, cross-selling and up-selling to retain customers, ethical values, appropriate products/service for the intended audience, and redress of customer grievances with empathy.