Gaining and retaining customers

According to Don Peppers, it is more difficult for companies to get customers than to get business capital. He stated that it was important for businesses to achieve harmony between the current earnings and the customer value. says:

He suggested that “return on customer” was an equation just like return on investment (ROI) and was essentially the profit from a customer plus the change in value of the customer divided by the starting value of that customer.

Go to: Measuring Return on Customers

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