One cynical answer is that slogans are slogans but no one really means them. Perhaps that is true for a few executives but there may be a different explanation for the others. The correlation between excellent customer relationships and excellent profit performance is not completely understood.
Simple programs can increase repeat business or improve recognition of target markets.
However, the total benefit from a complete customer relationship program is greater than the sum of the gains garnered from working on each goal independently. Once each benefit, and the interactions between them are defined and understood, a plan that completely satisfies customers and dramatically improves return on investment can be devised and deployed. Repeat sales help in two ways. If that customer is completely satisfied, it should take no more than a postcard or a phone call to generate a repeat sale. Repeat sales yield more profit for the same amount of gross sales based upon the savings in advertising and promotion dollars spent.