Managing Customers as Investments: The Strategic Value of Customers in the Long Run (paperback) Review

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Managing Customers as Investments: The Strategic Value of Customers in the Long Run (paperback) ReviewUnderstanding that a businesses customers are one of it's greatest assets is not a new or novel idea. After all these are the people that pay the bills. But how can you fairly asses what the true value of any one customer is? Is it all based on total revenue, profit margin or market share? Questions that are difficult to answer and not really a black and white issue. This book teaches the readers how to see the link between customer value and firm value. It also does a great job of showing you which aspects of customer management are the most critical. One of the rules they want you to look at is long term relationships and strategies and not just the short term fix.
There were two great aspects of the book that made it one that can easily be used. First the authors made the decision to keep the approaches simple. You did not have to work through some multiple step process with NASU like calculations. The authors theory is that simple and intuitive concept can be implemented by almost all management thus insuring a better adoption rate. The second aspect I felt was valuable was that the book was full of real life examples. It was far easier to see how the process worked when you could relate to the examples provided. Overall I really enjoyed the book. It was informative, had great ideas and is one that can make a difference in any organization.Managing Customers as Investments: The Strategic Value of Customers in the Long Run (paperback) Overview

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