The “Customer Relationships®” framework illustrates how personal choices about customer interactions shape a company’s brand. It includes a questionnaire to assess current customer relationship status and strategies for improvement. The framework categorizes customer relationships into four quadrants: Missing in Action, Walking Wounded, Detractors, and Champions. It provides guidance on analyzing the current state, identifying areas for improvement, and implementing strategies to transition customers into the “Champions” quadrant, who actively promote the company.