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"Customer
Equity is a must-read for serious marketers. The authors
have taken a holistic approach to the many facets of developing
true client relationship management by citing relevant case
studies from leading customer-driven companies. Practical and
insightful!"
Susanne Lyons
Chief Marketing Officer & Executive Vice President
The Charles Schwab Corporation
"You can bet that Customer Equity™ is going to be
one of the key concepts Wall Street analysts will use to measure
company performance. Blattberg, Getz, and Thomas provide a detailed
description of how a firm can design and apply customer equity
strategies that involve all components of their business. This
is one of the most innovative books I've read in a long time."
Jean-Michel Six
Senior Vice President of WW Sales & Marketing
Giga Information Group
"This book provides a superb balance of powerful new concepts
complemented by practical advice. It will help you define the
issues, implement programs that will lead to success, and most
importantly, provide the framework for measuring that success."
Jay Istvan
Senior Vice President of Strategy
eLoyalty Corporation
"Customer Equity speaks to the most important business
principle in the world: Manage your customer relationships as
an asset. It's more than just a method, it's a complete system.
The economics of this proposition are so compelling, one is
shocked to note how few companies practice its disciplines.
You had better put it to work, or your competitors will beat
you to it."
John Olsen
President & CEO
Marimba, Inc.
Customer Equity is a "provocative book...a welcome antidote
to prevailing ideas." Landry notes: "Plenty of books tell companies
to focus on customers, not products, but this opinionated, useful
work takes that advice further...Instead of evangelizing about
the overriding importance of satisfying or retaining customers,
this book soberly assesses the trade-offs involved in spending
on retention versus customer acquisition or add-on selling.
Different companies, after all, have different needs. The authors
criticize even recent truisms about the importance of investing
in high-volume customer segments."
John Landry
Book Reviewer
Harvard Business Review, July 2001 |
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