Customer Equity: Building and Managing Relationships as Valuable Assets

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Overview

"What's a customer worth? The company that can answer this question precisely is the company with an edge in the customer-based, technology - and information - intensive economy of today. But how can an asset as intangible as customer value be measured? This book provides a solution: a fully developed, highly practical new marketing system for measuring and managing customer value as a financial asset - a system uniquely suited to today's rapidly changing, increasingly digital marketplace." "Along with strategic and tactical guidance, Customer Equity provides precise metrics for evaluating a business more effectively and improving performance - the "activity-based management" of a company's marketplace. The authors ...
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More About This Book

Overview

"What's a customer worth? The company that can answer this question precisely is the company with an edge in the customer-based, technology - and information - intensive economy of today. But how can an asset as intangible as customer value be measured? This book provides a solution: a fully developed, highly practical new marketing system for measuring and managing customer value as a financial asset - a system uniquely suited to today's rapidly changing, increasingly digital marketplace." "Along with strategic and tactical guidance, Customer Equity provides precise metrics for evaluating a business more effectively and improving performance - the "activity-based management" of a company's marketplace. The authors present a new framework for structuring go-to-market activities that links those activities to useful metrics and allows better-informed marketing decisions."--BOOK JACKET.

What People Are Saying

Jay Istvan
"This book provides a superb balance of powerful new concepts complemented by practical advice. It will help you define the issues, implement programs that will lead to success, and most importantly, provide the framework for measuring that success."
—Jay Istvan, Senior Vice President Strategy , eLoyalty Corporation.
Jean-Michel Six
"You can bet that Customer Equity is going to be one of the key concepts Wall Street analysts will use to measure company performance. Blattberg, Getz, and Thomas provide a detailed description of how a firm can design and apply customer equity strategies that involve all components of their business. This is one of the most innovative books I've read in a long time."
—Jean-Michel Six, Senior Vice-President, WW Sales and Marketing, Giga Information Group
John Olsen
"Customer Equity speaks to the most important business principle in the world: Manage your customer relationships as an asset. It's more than just a method, it's a complete system. The economics of this proposition are so compelling, one is shocked to note how few companies practice its disciplines. You had better put it to work, or your competitors will beat you to it."
—John Olsen, President and CEO, Marimba, Inc.
Susanne Lyons
"Customer Equity is a must-read for serious marketers. The authors have taken a holistic approach to the many facets of developing true client relationship management by citing relevant case studies from leading customer-driven companies. Practical and insightful!"
—Susanne Lyons, Chief Marketing Officer, Executive Vice President, The Charles Schwab Corporation

Product Details

  • ISBN-13: 9780875847641
  • Publisher: Harvard Business Review Press
  • Publication date: 7/28/2001
  • Pages: 228
  • Product dimensions: 6.40 (w) x 9.52 (h) x 0.95 (d)

Table of Contents

Preface
Acknowledgments
Customer Management: A Quiz
Pt. I A New Marketing System
1 Managing the Customer as an Asset 3
2 Cornerstones of Customer Equity 13
Pt. II Customer Strategies
3 Managing Customer Acquisition 35
4 Managing Customer Retention 67
5 Enhancing Customer Equity through Add-on Selling 95
6 Optimizing Customer Equity 125
Pt. III Managing by Customer Equity
7 The Marketing Mix 147
8 Customer Equity Accounting 161
9 Organizing for Customer Equity 173
10 The Future of Customer Equity 193
App Issues in Computing Customer Equity 209
Notes 213
Index 217
About the Authors 227

Customer Reviews

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Sort by: Showing 1 Customer Review

  • Anonymous

    Posted January 18, 2008

    A new marketing concept to help you find and keep the right customers.

    This new approach to marketing provides strategies, methods and metrics that all organizations can use. The authors explain that their system, called ¿Customer Equity,¿ will show you how to organize and target your efforts to acquire and retain customers, and how to make additional sales to them. The book is divided into three sections ¿ the concept, strategies and management ¿ and is full of solid information and useful tools for measuring customer value. The authors supplement the main principles of each chapter with a business case, and present their concepts with real substance and clear thinking. We recommend this book to any marketer interested in the problems of modern competitiveness and marketing to customers in an information-saturated global marketplace.

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