Customer Portfolio Management: Creating Value with a Large Leaky Bucket of Customers

How to create value with all the customers in a portfolio, from the stronger relationships that increase profit margins to the weaker relationships that increase scale.

Which would you rather have: a smaller, watertight bucket of loyal customers or a larger leaky bucket of both loyal and not-so-loyal customers? In Customer Portfolio Management, Fred Selnes and Michael Johnson argue that for most companies and organizations the larger leaky bucket is more valuable. While loyal customers are g...