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How Creating Customer Value Makes You a Great Executive by Gautam Mahajan

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CHAPTER 9

Total Customer Value Management and Customer Culture

So far, we have focused on the tools of Customer Value Management; what Customer Value is; how it is measured; and how it relates to business results such as loyalty, market share, profits, and stock price. We have learned all these increase as Customer Value Added increases.

The CEO cannot say: I have a Marketing Manager or a Manager of Customer Service and so my Customer is taken care of. Neither can all other departments hide behind these. They are all responsible for the Customer. Total Customer Value Management teaches you how to make everyone feel responsible for the Customer.

In this chapter, we discuss how the company can impact mind-sets of its employees and partners and ...

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