In "The Service Profit Chain," Harvard Business School professors James Heskett, Earl Sasser, and Leonard Schlesinger (1997) offer two anecdotes--from Domino's Pizza and a Dallas Cadillac dealership--that illuminate the concept of valuing a lifetime customer. Experts estimate that the lifetime value of a loyal Domino's Pizza customer is $4,000 and a Dallas Cadillac customer is $332,000. In other words, far more than the day-to-day service or the individual pizza or car purchase. The authors note that these figures only represent the direct value of a lifetime customer and do not factor in the "value of referrals associated with satisfied customers." Although at first it sounds very unlikely, there is a lot a child care business can learn from Domino's Pizza and a Cadillac dealer in Dallas. Directors of non profit centers can ask parent board members to calculate their own lifetime values to make the point that a family's inability to pay full tuition for a period of time during the recession pales in comparison to a lifetime of loyalty and the provision of continuity of care for the family.