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Professor Adrian Payne of Cranfield School of Management insists that customer relationship management has a pivotal role to play in unlocking customer value.
A strategic approach to CRM - Part 2 | Part 1| Part 3
– Customer segment lifetime value analysis.
To decide the relative amount of emphasis that should be placed on customer acquisition and customer retention, it is necessary to understand acquisition and retention economics at a segment, or better yet, a micro-segment or individual level. The key metric used to evaluate customers’ profit potential is customer lifetime value.
Multi-channel integration
What are the best ways for us to get to customers and for customers to get to us?
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International Consultants' Guide 2002
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Market Overview