The article introduces a framework called CUSAMS that helps service organizations understand the value of their customer assets and how marketing strategies can influence customer behavior. The framework focuses on key behaviors like how long customers 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 article also provides real-life examples of how this framework can be used to measure the return on investment from marketing campaigns. This research sets the stage for future studies on managing customer assets effectively.