This week's conversation, Chris Gentry discusses the development and implementation of My Service Area (MSA), a tool designed to optimize customer base management for service businesses. The discussion covers the importance of route density, effective service area navigation, and leveraging data for marketing and business growth. Chris emphasizes the value of referral systems and address-based pricing strategies, while also hinting at future integrations of AI to enhance the functionality of MSA. The conversation highlights the need for service businesses to adapt to data-driven decision-making to improve efficiency and profitability.