Book Description
Customer value is an overused and mis-understood term. Chris Ross said, ÒThere's a strong argument for changing the term 'marketing' and renaming it 'value creation'.Ó Companies fail to create value as well as they could because tools of customer value are not known. The author corrects this in simple steps by defining customer value, how it builds loyalty, market share, and profitability; and how customer value can be measured and created. This book also addresses managing steps such as a customer strategy, breaking silos, inter-departmental focus on the customer, measuring customer value added, circle of promises, customer-centric circles, bill of rights, total customer value management. Remember, if you create value for others, they will create value for you!Table of Contents
- Cover
- Half Title Page
- Title Page
- Copyright Page
- Dedication
- Contents
- Acknowledgments
- Introduction
- Chapter 1 What Is and How to Use Customer Value
- Chapter 2 Components of Customer Value
- Chapter 3 Measuring Value (Customer Value Added)
- Chapter 4 Meaning of Data and How to Use It
- Chapter 5 Using Customer Value Data Usefully
- Chapter 6 Customer Value Data and Business Results
- Chapter 7 Loyalty Curves and Value Maps
- Chapter 8 Customer Value and Loyalty
- Chapter 9 Total Customer Value Management and Customer Culture
- Chapter 10 Customer Strategy
- Chapter 11 Customer-Centric Circles
- Chapter 12 Customer’s Bill of Rights
- Chapter 13 Employee Value Added
- Chapter 14 Total Customer Value Management, Pricing and Preventing Commoditization
- Chapter 15 Customer Value Ideas for You
- Chapter 16 Discussion of What You Have Learned Earlier
- Chapter 17 Conclusion
- Appendix Short Guide to Customer Value Management
- Index