by Michael L. Perla
Here's the final installment of our first book summary, a new regular feature. "Return on Customer" coauthors Don Peppers and Martha Rogers typically write about one-to-one marketing and customer-centric behavior. This book, their seventh, is no exception. The central thesis of the book is that a company's Return on Customer is a mix of current period cash flows and the long-term equity of its oscillating pool of customers. The long-term customer equity is a function of lifetime customer values, which is a function of how long customers are retained, how much and how often they buy, and the cost of acquiring and serving them, among other things. In writing about the significance of custo... cont'd
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