The Montana Mountain Bike CaseThe Montana Mountain Biking Company has been in business for 16 years and provides guided mountain bike tours at four locations in Montana. The company's success is linked to the loyalty of its customers. 80% of customers who sign up for the week-long guided mountain bike expedition are repeat customers (University of Phoenix, 2007). An important part of any marketing plan is understanding the customer relationship because, ultimately, all profits come from customers. The challenges facing the Montana Mountain Biking company are not just retaining customers but attracting new ones. Advances in e-marketing have given Montana Mountain Biking some alternatives to traditional marketing plans. The Five Stages of Customer Loyalty Customer loyalty comes from the personal relationship that develops between the customer and the company. One method used to understand the customer relationship is called customer relationship intensity and lifecycle segmentation (UOP, 2007). This process includes classifying all customer relationships into one of five groups.