CHAPTER NINEWhat’s Worth It, and What’s Not?
Pointers on Value, Costs, and Pricing
Customer loyalty is a thing of wonder—and it’s a hard-nosed kind of wonder that you can take to your accountant. Loyalty makes customers less price sensitive, more willing to spend money with you, more willing to take a chance on extensions to your product line (assuming you don’t abuse this trust in inappropriate ways), and much more immune to competitive entreaties. But no company can afford to spend all of its revenue trying to maximize the customer experience or guarantee customer loyalty. Fortunately, there isn’t a need to. In Chapter 6 we explained how systems derived from manufacturing can help service-focused companies minimize their costs behind the scenes. ...
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