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In the Art of Leadership series, Margaret Leitch Copeland and Susan Gimilaro ask these questions: "Have you calculated the lifetime value of a loyal child care customer family to your program? Would parents be treated differently if they were thought of in terms of their lifetime value to the program?" Copeland and Gimilaro suggest that perhaps valuing each family more might remind us to treat parents who are five minutes late (for example) with more understanding. They provide a possible scenario of what might be said:

"Oh, that’s okay. We’re all late sometimes! You can use one of the three 'Free Pass' cards you received for working on the playground project." (The authors advocate giving parents the chance to work on projects at the school to earn special perks.)

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