Driving Customer Equity: How Customer Lifetime Value Is Reshaping Corporate Strategy: How Lifetime Customer Value Is Reshaping Corporate Strategy

Services will dominate the new millennium. In this new economy the customer is king. The most important challenge facing business will be to cultivate successful customer relationships. This guide shows how to accomplish such a feat.

Preface 
Acknowledgments 
Beyond Brand Equity 
The Case for Customer Equity 
The Profitable Product Death Spiral 
The True Lifetime Value of the Customer 
The Customer Equity Framework 
A Framework for Customer Equity 
Driving Value Equity 
Driving Brand Equity 
Driving Retention Equity 
Customer-Centered Strategy 
Measuring Customer Equity 
Evaluating Financial Impact 
Strategic Analysis 
Managing Customer Equity 
The Customer Pyramid 
Managing the Customer Pyramid 
Customer Alchemy 
The Internet as the Ultimate Customer Equity Tool 
The Customer Equity Corporation 
Appendices 
Obtaining the Lifetime Value 
Example of Customer Survey 
Calculating the Importance of Customer Equity Drivers 
Notes 
Index 
About the Authors 
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