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Across 2. People develop this to suppliers who help them achieve their objectives 4. Customers are most loyal to suppliers with which they associate this to doing business – i.e., customers perceive they get something from that supplier which they can get from almost no other supplier. 5. The sum of the people with whom we do business 6. They have objectives they are trying to achieve

Down 1. This can be achieved on a larger scale when unique benefits are understood and broadcast to other like customers through our key customer touchpoints. 3. A moment of contact of a supplier with a customer through its products, representatives, documents, resources