Published by:
Harvard Business Publishing
Length: 4 pages
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Abstract
With more and more companies chasing a limited pool of customers, smart companies are focusing on customers - how to keep the valuable ones and grow the relationship. Customer relationship management experts Don Peppers and Martha Rogers recently introduced an innovative metric that they believe may be the next great breakthrough concept in customer strategy and business: return on customer. Analogous to the return on investment concept, return on customer is designed to measure the lifetime value of the customer. Rogers speaks with Balanced Scorecard Report about why this metric matters.
About
Abstract
With more and more companies chasing a limited pool of customers, smart companies are focusing on customers - how to keep the valuable ones and grow the relationship. Customer relationship management experts Don Peppers and Martha Rogers recently introduced an innovative metric that they believe may be the next great breakthrough concept in customer strategy and business: return on customer. Analogous to the return on investment concept, return on customer is designed to measure the lifetime value of the customer. Rogers speaks with Balanced Scorecard Report about why this metric matters.