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Virtually everyone agrees that a company's most important asset is the value of its customer base. Yet the value of this vital asset is routinely ignored in managers' day-to-day, quarter-by-quarter planning. RETURN ON CUSTOMER is the first book to focus on assessing and tracking customer equity, the lifetime value of a firm's current and future customers, and taking specific actions in every facet of the company to increase that equity.
First, Peppers and Rogers reveal the critical importance of measuring customers' long-term profitability, productivity, and loyalty. In a powerful blend of theory and practice, the authors use their years of consulting expertise with many of the world's leading companies to identify the specific products, add-ons, and services that will best increase the size and value of their customer base. They look at popular marketing techniques--such as the relentless use of telemarketing--and weigh their effectiveness in maximizing, or hindering, return on customer. Finally, they guide managers through the specific strategies that will help to conserve and replenish customer value, from marketing and sales to research and development, distribution, technology investment, and more.
As revolutionary as Peppers and Rogers' pioneering bestseller The One to One Future, RETURN ON CUSTOMER offers a dramatic new way to make customer retention and value part of a company's core competitive advantage.
This book is based on a good concept but is a little difficult to read. I would have appreciated a book with a broader perspective. Read morePublished 22 months ago by Debbie Odom
Thirteen years ago, Peppers and Rogers' "The One to One Future" moved customer status from that of corporate pawn to valuable partner. Read morePublished on September 15, 2006 by Graeme J. Boorer
Except the very equation of ROC which is a natural extension of ROI, and chapter 12 on data privacy issue that are quite unique in themselves, it is by far the worst book of its... Read morePublished on March 3, 2006 by ServantofGod
This shall be an interesting short article not a book. Too much padding. Any high school grad can easily summarize it in a one single A4 page. Read morePublished on February 22, 2006 by Ahmet Necdet Uygurer
There's so much written out there about customer loyalty, and so much of it is the same song n' dance. Read morePublished on December 9, 2005 by Jill Dyche
While the authors were pioneering with 1-1 marketing back in the 1990s, they do not seem to have progressed much beyond that. Read morePublished on September 15, 2005 by Business Reader
The authors make a strong case for balancing the impact of day to day business decisions on current cash flows from customers against future possible cash flows from a customer. Read morePublished on July 13, 2005 by Donald Bailey