Internationally acclaimed business gurus and best-selling authors
Don Peppers and Martha Rogers kicked off the CRM revolution and
changed the landscape of business competition with their classic
bestseller, "The One to One Future." Now, in "Return on Customer, "
they have written an even more revolutionary book, redefining the
very concept of what it means to be "profitable" as a business." "
Virtually every manager agrees that a company's most vital asset is
its customer base - the lifetime values of all its current and
future customers. Yet when companies track their financial results,
they rarely take into account any change in the value of this
critical asset. As a result, managers remain blind to one of the
most significant factors driving genuine, lasting business success,
and instead become preoccupied with achieving short-term financial
"Return on Customer" is the first book to focus on how firms create
value, not just by driving current profits, but by preserving and
increasing customer lifetime value. In a powerful blend of theory
and practice, Peppers and Rogers demonstrate how to create
shareholder value more efficiently by concentrating on Return on
Customer(SM), a revolutionary business metric focused on a
company's scarcest resource - customers. By paying close attention
to Return on Customer, companies can improve their profits while
still conserving and replenishing long-term enterprise value.
Relying on their years of experience working with many of the
world's leading companies, Peppers and Rogers take readers far
beyond marketing, sales, and service. "Return on Customer" will
revolutionize how companies think about their basic competitive
strategy, product development efforts, and even the issue of
business ethics and corporate governance.
Return on Customer(SM) is a registered service mark of Peppers
& Rogers Group, a division of Carlson Marketing Group, Inc.
"To remain competitive, you must figure out how to keep your
customers longer, grow them into bigger customers, make them more
profitable, and serve them more efficiently. And you want more of
Unfortunately, the financial metrics you learned in business school
are not easily adapted to account for the value companies generate
from this scarce resource, with the right balance between
current-period sales and customer lifetime value. But striking that
balance is necessary if you want to know whether you're better off
investing in customer acquisition, or in product development, or
opening new stores, or plant efficiency, or better qualified
personnel, or more service, or cost reduction. While you may
believe in your heart that a particular decision creates
shareholder value, there's no financial metric currently available
to tell you how much shareholder value you actually created, or
even whether you created any at all.
But Return on Customer can help you. Return on Customer is a
breakthrough financial metric that can quantify the actual
shareholder value you are creating (or, possibly, destroying) with
your various business actions and initiatives."
--from "Return on Customer
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