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Return on Customer: Creating Maximum Value From Your Scarcest Resource Hardcover – Bargain Price, June 21, 2005
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—Larry Kudlow, co-host of CNBC’s “Kudlow & Cramer”
“Books like this come only once a decade – a conceptual breakthrough that makes instant sense, combined with the toolkit to apply it well. Stunning insight.”
—Scott Cook, founder of Intuit
From the Inside Flap
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.
Top Customer Reviews
All business decision-makers need to read this book! Peppers clearly articulates what is wrong with many of today's companies and he shows how business people can focus on their customers to increase shareholder wealth.
Peppers describes how telemarketing efforts (something consumers unilaterally hate) may look like they increase current sales; and therefore, produce a hefty ROI. What businesses do not see is that these campaigns actually lose customers for them over the long run, thus decreasing shareholder value.
As you read this book, you can easily recognize the companies you deal with that are customer-focused and those that are not. You may think the concept is obvious - but then why isn't everyone doing it? By measuring Return On Customer, you create loyal customers who then evangelize your company - the best kind of marketing!
Corporate execs and business owners, you need to read this book!
Don and Martha's book make an important contribution to the business world by raising the awareness of too much short-sighted decision making and their potentially negative consequences. The core idea of looking at "Return on Customer" (ROC) is compelling and easy to understand.
Many related ideas and concepts have been developed over the last 20 years - including customer life-time value, the loyalty effect, etc. - yet the practical applications of these ideas in the day-to-day business world are limited. The ROC book takes many of these ideas and integrates them into a single framework, bringing us one step closer to having a simple, widely accepted approach for putting all of these ideas into practice. If nothing else, it offers one solution and challenges us to continue to work on developing the tools and methodologies that can be put into practice to balance short-term and long-term consequences of our business decisions today.
"Return on Customer" is a very readable book. It provides a compelling case for seeking ways to integrate a "life-time" perspective into how we evaluate business decisions and the managers that make those decisions. It offers many examples - yes, some of them may be redundant or less relevant to some readers - but they make the ideas more than a mere theoretical construct.Read more ›
Can be a bit dry and gets into quite a bit of detailed analysis that may turn some readers off, but overall, the information is timely, accurate, and presented well.
Page 7 exposes the ROC calculation as an ROI calculation with an estimate of the customer equity (CE) in place of a net benefit of an investment opportunity. The book falls drastically short of showing you how to actually develop a consistent and accurate CE, which is effectivley the customer's lifetime value (LTV).
To get to an LTV or CE for one customer or a set of customers, one has to continue to rely on the inexact art of forecasting and potential. The ROC amounts to another business equation that manipulates guesstimates, forecasts, and sales intuition into a calculation that hopefully can be used to convince financial people in an organization that customer focus is a necessary part of business.
There's no arguing the importance of a customer-centric approach to business. There's also no arguing the need to develop a metric to combat short-term, bottom-line thinking while building a case for long term survival. For hammering home these points over and over and over and over, one has to concede at least two stars. However, there isn't enough material here to justify a book, and since the ROC is a repackaged ROI, I recommend you take a pass.
Most Recent Customer Reviews
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 on September 4, 2013 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