Converting Customer Value
From Retention to Profit
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Beschreibung
A company exists to make profit, and everything it does is a step towards that goal. Many firms are trying to get closer to their customers, but few realise how crucial this is to corporate value. Indeed, the long-term value of a company is perhaps best described as the sum of future profits from customers, discounted to a present value. Tackling two hot topics in business - CRM and corporate value - and based on a study undertaken by the Customer Management Leadership Group, John Murphy's new book links customer management directly to company profitability for the first time. By implementing its Customer Management Integration Framework, a company can see cash flows for each customer relationship, and use that information to effectively manage key customers for higher and more resilient levels of profitability.
Autor*in
John J. Murphy
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".reminds marketers of the vital link between customer relationships and profitability. shows how companies can effectively implement the changes needed." (The Marketer, March 2006)".a worthy read." (Quality world, May 2006)
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