Published by:
Harvard Business Publishing
Length: 2 pages
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Abstract
Most companies would say they''re working hard to become more customer- centric, but very few are actually taking an asset-management approach to their customer relationships. There is hope, however. Companies can create and use real financial measures of customer value to help them make better decisions on everything from where to spend marketing dollars to choosing which prospects to target, which customers to retain, and which existing relationships to end.
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Abstract
Most companies would say they''re working hard to become more customer- centric, but very few are actually taking an asset-management approach to their customer relationships. There is hope, however. Companies can create and use real financial measures of customer value to help them make better decisions on everything from where to spend marketing dollars to choosing which prospects to target, which customers to retain, and which existing relationships to end.