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It is claimed by Reichheld and Sasser (1990) that a 5% improvement in customer retention can cause an increase in profitability between 25% and 85% (in terms of net present value) depending upon the industry.
A prominent idea in this regard is real-time optimization of the whole value chain, from long term management of the oil reservoir, through capacity allocations in pipe networks and calculations of the net present value of the produced oil.