
6.5 A 12-stage CRM strategy 223
Chapter 6
Generate early wins to create
a self-funding process
For most companies, adopting a formal CRM strategy results in a funda-
mental shift in goals. Priorities are established based on their potential to
drive profitable growth, and the primary means for driving the growth is to
grow customer value. Successful organizations in this era of the customer are
placing top priority on measuring and tracking customer value in clear eco-
nomic terms.
Customer valuation has become a core capability that companies need to
develop. Customer value can be measured on an individual customer level.
The results typically prove ...