Chapter 7. Customer Lifetime Value Calculations
The main purpose of a customer satisfaction survey program is to measure the company's performance with respect to elements important to customers. In Listening to the Voice of the Customer, by Dr. Anton, very detailed information is provided to design customer satisfaction surveys. In this book we provide a process to calculate a customer's lifetime value to your bottom line. By the end of this chapter you will see how valuable customers are and will want to make sure you are doing everything you can to keep them happy. Then in the following chapters we will show case studies where measuring other parts of the business will help to make sure that you are able to keep your customers.
As we saw in ...
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