Manage your customer portfolio for maximum lifetime value : how converting customers to closer relationships, leveraging them, and defending them can drive future revenue and lower costs

Manage your customer portfolio for maximum lifetime value how converting customers to closer relationships, leveraging them, and defending them can drive future revenue and lower costs

Setting goals regarding relationship conversion, leverage, and defense can drive future revenue and lower costs, but this work requires a clear understanding of the heterogeneity of customer needs and economies of scale as they emerge over time. To inform and act upon this understanding, companies n...

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Detalles Bibliográficos
Otros Autores: Selnes, Fred, author (author), Johnson, Michael D. (Michael David), author
Formato: Libro electrónico
Idioma:Inglés
Publicado: [Cambridge, Massachusetts] : MIT Sloan Management Review 2022.
Edición:[First edition]
Materias:
Customer relations > Management.
Marketing > Management.
Customer loyalty.
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009823004706719
Descripción
Sumario:Setting goals regarding relationship conversion, leverage, and defense can drive future revenue and lower costs, but this work requires a clear understanding of the heterogeneity of customer needs and economies of scale as they emerge over time. To inform and act upon this understanding, companies need an integrated approach to customer portfolio management and customer portfolio lifetime value.
Notas:Reprint #64119, Fall 2022 issue, vol. 64, no. 1.
Descripción Física:1 online resource (8 pages) : illustrations

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