Businesses sometimes make short-term marketing decisions without understanding the longer-term significance for their customer base.
A company that does not know the worth of its own customers threats overspending on obtaining low-value customers or pursuing activities that have little sway on customer behavior; without taking acquisition and retention costs into account it may concentrate on sales. In this informative article, the author explains just how to design and execute a customer equity dash which will function to pinpoint precisely where the company is gaining and losing worth. A good customer equity dash is going to be of service to sales and marketing professionals, but in addition to senior executives, boards of directors, investors and lenders, as sales and marketing cost is linked to general financial performance.
Reading the Signs of Your Customer Value Case Study Solution
PUBLICATION DATE: June 15, 2013 PRODUCT #: IIR098-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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