Return on Relationship

The Key to Turning Customer Engagement into Organic Growth

SINCE THE TRADITIONAL CUSTOMER value proposition fails to tap the potential of what customers can bring to a company’s growth, the value proposition I’m describing in these pages provides a system not only for tapping customers’ hidden wealth but also for measuring it. Measurement is critical because just as you want to understand who your most profitable purchasing customers are, you’ll also want to understand who your most valuable advocates, influencers, and contributors (AICs) are. As we’ll see, you’re likely to find that only a few of your customer AICs are contributing the lion’s share of value—and that they aren’t necessarily who you think they are. ...

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