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Customer
Equity: Building and Managing Relationships as Valuable Assets
is the first book to provide a unifying framework and practical
tools for measuring customer value - the potential profitability
of each customer to the company - as a financial asset. Drawing
from successful examples of customer equity management in a
variety of industries, the authors outline how to build and
implement powerful new business and marketing systems centered
around four key practices:
- balancing customer acquisition, retention, and add-on
selling;
- managing the customer life cycle;
- exploiting the power of databases; and
- precisely quantifying customer value.
A comprehensive method for managing customer portfolios across
segments and over time, Customer Equity™ enhances
the ability of marketers, IT professionals, and senior executives
to make better decisions, generate higher profits, and increase
shareholder wealth. |
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