7 What Drives Customer Equity
نویسندگان
چکیده
Business executives can answer such questions by focusing on customer equity—the total of the discounted lifetime values of all the firm’s customers. A strategy based on customer equity allows firms to trade off between customer value, brand equity, and customer relationship management. We have developed a new strategic framework, the Customer Equity Diagnostic, that reveals the key drivers increasing the firm’s customer equity. This new framework will enable managers to determine what is most important to the customer and to begin to identify the firm’s critical strengths and hidden vulnerabilities. Customer equity is a new approach to marketing and corporate strategy that finally puts the customer and, more important, strategies that grow the value of the customer, at the heart of the organization.
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