Virtually everyone agrees that a company's most important and scarcest asset is its customers. Yet the value of this vital asset is routinely ignored. This is the first book to focus on assessing and tracking customer equity - i.e., the lifetime value of current and future customers - and taking specific actions to increase that equity.
Bestselling business authors Peppers and Rogers reveal the critical importance of measuring customers' long-term profitability, productivity and loyalty. They then identify the specific products, add-ons and services that managers and executives can use to increase the size and value of their customer base. Based on a blend of theory and practice, Return on Customer offers a genuine new way to make customer retention and value part of a company's core competitive advantage.
