BRM must achieve a number of objectives if the relationship is to deliver. It must clearly be based on a sufficient understanding of the customer so that the service provider can develop its capabilities and resources in order to respond in an acceptable timeframe to the customer’s changing needs and priorities, and, where relevant, to help the customer develop new requirements in response. The service provider will be able to anticipate, to an extent at least, how the customer’s needs may change with circumstances, identifying how new or changed services or new technology offerings might help the customer respond effectively to change or improve performance. Close alignment between customer and service provider, and the insight this gives the service provider, will enable the service provider to identify real or potential conflicts between different parts of the customer’s own organisation and help resolve or mitigate them. BRM places demands on both the service provider and the customer. BRM must continue to demonstrate the value of the relationship not only through meeting the objectives discussed above, but also by ensuring that the service provider meets its obligations for service performance and quality, achieving high levels of customer satisfaction in the process, among other things by providing an effective response to compliments and complaints.