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

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CHAPTER 15

Customer Value Ideas for You

In this chapter, we discuss some ideas that you can use for Customer Value creation.

 

Customers as Assets

Customers are assets because, if treated properly, they can ensure an ongoing stream of revenue. The Customer assets (similar to Customer Life Time Value) can appreciate or depreciate, depending on how they are maintained and handled. Measure the Customer assets and show them on your balance sheet, which impacts the way an investor views you. Just as you maintain your physical assets like machines, you must maintain your Customer assets. Companies need a specific strategy to grow and nurture Customer assets (as the Customer is indispensable to our business, as without her, we have no business). Someone ...

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