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To have an effective customer relationship management, it is essential to have information about the different segments of the customers and predict the future profit of them. For this reason companies can use customer lifetime value that consists of three factors-current value of customers, potential value, and customer churn. Potential value of customers focuses on the cross-selling opportunities for current customers. Therefore, cross selling models are built on the total customers of thedoi:10.4236/jssm.2011.43034 fatcat:nermwdsrtvblrc5ogzwfbnbjni