5
Customer Profitability
Introduction
Chapter 2, “Share of Hearts, Minds, and Markets,” presents metrics designed to measure how well a firm is doing with its customers on the whole. To this point in the book, we have discussed metrics that provide summaries of firm performance with respect to customers for entire markets or market segments. In this chapter, we cover metrics that measure the performance of individual customer relationships. We start with metrics designed to simply count how many customers the firm serves. As this chapter illustrates, it is ...
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