So, not only do you have to understand the value of the customer to you - you should also have an idea of what the customer values. Figure that out, tailor your efforts to make amends based on it, and you're on the way to turning a problem into a potential loyalty-builder. You can't do any of this without the knowledge your CRM system should be providing you - and you can't get that knowledge without really working on CRM before the mistake is made.
