Details

Subject(s)

• Customer services [Browse]
• Customer relations [Browse]
• Marketing [Browse]
• Strategic planning [Browse]

Related name

• Zeithaml, Valarie A. [Browse]
• Lemon, Katherine N. (Katherine Newell) [Browse]

Summary note

• "Customer Equity Framework yields insights that will help any business increase the value of its customer base. The authors demonstrate in this breakthrough book how managers can build and employ competitive metrics that reveal their company's Customer Equity relative to their competitors.
• Based on these metrics, they show how managers can determine which drivers are most important in their industry, how they can make efficient strategic trade-offs between expenditures on these drivers, and how to project a financial return from these expenditures. The final section devotes two chapters to the Customer Pyramid, an approach that segments customers based on their long-term profitability, and an especially important chapter examines the Internet as the ultimate Customer Equity tool.
• Here the authors show how companies such as Intuit.com, Schwab.com, and Priceline.com have used more than one or all three drivers to increase Customer Equity."--BOOK JACKET.

Bibliographic references

Includes bibliographical references (p. 275-282) and index.

Contents

• 1. The Case for Customer Equity
• 2. The Profitable Product Death Spiral
• 3. The True Lifetime Value of the Customer
• 4. A Framework for Customer Equity
• 5. Driving Value Equity
• 6. Driving Brand Equity
• 7. Driving Retention Equity
• 8. Measuring Customer Equity
• 9. Evaluating Financial Impact
• 10. Strategic Analysis
• 11. The Customer Pyramid
• 12. Managing the Customer Pyramid
• 13. Customer Alchemy
• 14. The Internet as the Ultimate Customer Equity Tool
• 15. The Customer Equity Corporation
• Obtaining the Lifetime Value
• Example of Customer Survey
• Calculating the Importance of Customer Equity Drivers.

Show 15 more Contents items

ISBN

0684864665

LCCN

00026485

OCLC

44161237

RCP

C - S

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