Driving Customer Equity by Roland T Rust
Services will dominate our GNP in the new millennium, and in the service economy the customer is king. Brands will continue to be important, but the most important challenge facing businesses will be the succesful cultivation of profitable customer relationships. Now the authors, all customer service experts, introduce a radical model: the Customer Equity Framework, which changes a firm's old internal focus on price, promotion, product, and distribution to a new external focus on measuring, managing, and building Customer Equity. The drivers of Customer Equity include Value Equity, the customer's objective evaluation of the firm's products and service; Brand Equity, the customer's subjective product assessment; and Retention Equity, the customer's opinion of his or her relationship with the firm. The authors show how to measure each element, then reveal actions every firm can take to strengthen the performance of these key drivers. Providing concrete tools like a Customer Pyramid, DRIVING CUSTOMER EQUITY will revolutionise the way companies look at customers. With important information for Internet marketers - and insights into how important customer loyalty will be to Internet business success.
Gary WLoveman COO, Harrah's Entertainment, Inc. Customer equity is the key concept around which we have distinguished Harrah's Entertainment as a customer relationship-driven company in a product-centric industry. The ideas in this book have paid big dividends for us.
David Shoenfeld Senior Vice President, Worldwide Marketing, FedEx Make customer equity the focus of your brand management and investment strategies with an eye toward customer lifetime value, and unlock the potential that your customers truly represent.
David K. Findlay CEO, DuPont Flooring Systems, Inc. Driving Customer Equity puts the focus of strategic thinking back on the customer. It provides an intriguing set of frameworks and evaluation processes on which to build business models in tune with today's competitive realities.
Lance Rosenzweig CEO, PeopleSupport.com Exciting to read -- business owners and managers in all industries can quickly apply these brilliant insights and practical examples to make key decisions to increase the value of their businesses.
Serban Teodoresco VP Operations, DiverseyLever Consulting, Unilever Group An insightful and powerful new model for establishing clear strategic priorities. Faced with fast wealth migration in their industry and customers with more options than ever, companies will need such models if they want to remain competitive.
Don Peppers and Martha Rogers Partners, Peppers and Rogers Group Read this book before your competitors do. It will help you get a handle on customer value and loyalty as must-know metrics in the new economy.
David Shoenfeld Senior Vice President, Worldwide Marketing, FedEx Make customer equity the focus of your brand management and investment strategies with an eye toward customer lifetime value, and unlock the potential that your customers truly represent.
David K. Findlay CEO, DuPont Flooring Systems, Inc. Driving Customer Equity puts the focus of strategic thinking back on the customer. It provides an intriguing set of frameworks and evaluation processes on which to build business models in tune with today's competitive realities.
Lance Rosenzweig CEO, PeopleSupport.com Exciting to read -- business owners and managers in all industries can quickly apply these brilliant insights and practical examples to make key decisions to increase the value of their businesses.
Serban Teodoresco VP Operations, DiverseyLever Consulting, Unilever Group An insightful and powerful new model for establishing clear strategic priorities. Faced with fast wealth migration in their industry and customers with more options than ever, companies will need such models if they want to remain competitive.
Don Peppers and Martha Rogers Partners, Peppers and Rogers Group Read this book before your competitors do. It will help you get a handle on customer value and loyalty as must-know metrics in the new economy.
Roland T. Rust is the Madison S. Wigginton Professor of Management and Director of the Center for Service Marketing at the Owen Graduate School of Management of Vanderbilt University.
| SKU | Unavailable |
| ISBN 13 | 9780684864662 |
| ISBN 10 | 0684864665 |
| Title | Driving Customer Equity |
| Author | Roland T Rust |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | Simon & Schuster |
| Year published | 2000-12-04 |
| Number of pages | 304 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |