Managing customers as investments

Customers are important assets of any company. What does your com- pany do to make the most out of your relationships with your customers? Do you know, in explicit, dollars-and-cents terms, what value your cus- tomers bring to your business? The authors of Managing Customers as Investments recognize the difficulties in finding and explaining the tangible impact of your efforts to attract and retain customers.

In this summary, they offer a set of tools that shows you the correlation between your customer assets and the value of your firm. They explain the triggers that drive this value, and how to better manage your customers and, as a result, your shareholders’ wealth, as well. They unlock the met- rics, show you where you are and where you’re going, and provide you with the tools and tips to make your customer-related efforts more efficient.

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