Services will dominate our GNP in the new millennium, and in the service economy the customer is king. Brands will continue to be important, but the most important challenge facing businesses will be the succesful cultivation of profitable customer relationships. Now the authors, all customer service experts, introduce a radical model: the Customer Equity Framework, which changes a firm's old internal focus on price, promotion, product, and distribution to a new external focus on measuring, managing, and building Customer Equity. The drivers of Customer Equity include Value Equity, the customer's objective evaluation of the firm's products and service; Brand Equity, the customer's subjective product assessment; and Retention Equity, the customer's opinion of his or her relationship with the firm. The authors show how to measure each element, then reveal actions every firm can take to strengthen the performance of these key drivers. Providing concrete tools like a Customer Pyramid, DRIVING CUSTOMER EQUITY will revolutionise the way companies look at customers. With important information for Internet marketers - and insights into how important customer loyalty will be to Internet business success.
Rezensionen / Stimmen
Gary W. Loveman COO, Harrah's Entertainment, Inc. Customer equity is the key concept around which we have distinguished Harrah's Entertainment as a customer relationship-driven company in a product-centric industry. The ideas in this book have paid big dividends for us. David Shoenfeld Senior Vice President, Worldwide Marketing, FedEx Make customer equity the focus of your brand management and investment strategies with an eye toward customer lifetime value, and unlock the potential that your customers truly represent. David K. Findlay CEO, DuPont Flooring Systems, Inc. Driving Customer Equity puts the focus of strategic thinking back on the customer. It provides an intriguing set of frameworks and evaluation processes on which to build business models in tune with today's competitive realities. Lance Rosenzweig CEO, PeopleSupport.com Exciting to read -- business owners and managers in all industries can quickly apply these brilliant insights and practical examples to make key decisions to increase the value of their businesses. Serban Teodoresco VP Operations, DiverseyLever Consulting, Unilever Group An insightful and powerful new model for establishing clear strategic priorities. Faced with fast wealth migration in their industry and customers with more options than ever, companies will need such models if they want to remain competitive. Don Peppers and Martha Rogers Partners, Peppers and Rogers Group Read this book before your competitors do. It will help you get a handle on customer value and loyalty as must-know metrics in the new economy.
Sprache
Verlagsort
Verlagsgruppe
Zielgruppe
Produkt-Hinweis
Fadenheftung
Gewebe-Einband
mit Schutzumschlag
Illustrationen
Maße
Höhe: 240 mm
Breite: 161 mm
Dicke: 21 mm
Gewicht
ISBN-13
978-0-684-86466-2 (9780684864662)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Roland T. Rust is the Madison S. Wigginton Professor of Management and Director of the Center for Service Marketing at the Owen Graduate School of Management of Vanderbilt University.
Contents
Preface
Acknowledgments
Part I
Beyond Brand Equity
1. The Case for Customer Equity
2. The Profitable Product Death Spiral
3. The True Lifetime Value of the Customer
Part II
The Customer Equity Framework
4. A Framework for Customer Equity
5. Driving Value Equity
6. Driving Brand Equity
7. Driving Retention Equity
Part III
Customer-Centered Strategy
8. Measuring Customer Equity
9. Evaluating Financial Impact
10. Strategic Analysis
Part IV
Managing Customer Equity
11. The Customer Pyramid
12. Managing the Customer Pyramid
13. Customer Alchemy
14. The Internet as the Ultimate Customer Equity Tool
15. The Customer Equity Corporation
Appendices
3.1 Obtaining the Lifetime Value
8.1 Example of Customer Survey
10.1 Calculating the Importance of Customer Equity Drivers
Notes
Index
About the Authors
