The article presents a framework called CUSAMS that helps service organizations understand the value of their customer assets and how marketing strategies can influence them. The framework focuses on key customer behaviors like how long they stay, how much they use the service, and how often they buy other products. By analyzing these behaviors, companies can see how marketing efforts impact customer value. The researchers also show how the framework can be used to analyze the return on investment from marketing campaigns. This research sets the stage for future studies on managing customer assets effectively.