Return on Customer

Creating maximum value from your scarcest resource
Don Peppers and Martha Rogers, PhD

World-renowned marketing gurus reveal how companies can maximize value from their customers.

To remain competitive, you must figure out how to keep your customers longer, grow them into bigger customers, make them more profitable, and serve them more efficiently. And you want more of them.

Unfortunately, the financial metrics you learned in business school are not easily adapted to account for the value companies generate from this scarce resource, with the right balance between current-period sales and customer lifetime value. But striking that balance is necessary if you want to know whether you’re better off investing in customer acquisition, or in product development, or opening new stores, or plant efficiency, or better qualified personnel, or more service, or cost reduction. While you may believe in your heart that a particular decision creates shareholder value, there’s no financial metric currently available to tell you how much shareholder value you actually created, or even whether you created any at all.

But Return on Customer can help you. Return on Customer is a breakthrough financial metric that can quantify the actual shareholder value you are creating (or, possibly, destroying) with your various business actions and initiatives.

“Outstanding. Wise, refreshing, and extremely readable.”
Patrick Barwise, Professor of Management and Marketing, London Business School

“This book explains in practical terms how to create genuine customer value – which is our goal at Tesco. That in itself makes the book unusually useful.”
Sir Terry Leahy, Chairman, Tesco

“Return on Customer demonstrates perfectly that a corporate culture built on customer trust not only makes a company a better place for employees to work, but also offers a more productive investment for shareholders.”
Martin George, Commercial Director, British Airways

“Finally – a business metric that can drive better management and higher stock price. I predict soon you’ll be hard-pressed to find a company that isn’t tracking ROC.”
Larry Kudlow, co-host of CNBC’s Kudlow & Company

“Books like this come only once a decade – a conceptual breakthrough that makes instant sense, combined with the toolkit to apply it well. Stunning insight.”
Scott Cook, founder of Intuit

DON PEPPERS and MARTHA ROGERS, PhD are the founding partners of Peppers & Rogers Group, the world’s most respected management consulting firm concentrating on customer issues, now a division of Carlson Marketing Group, Inc. They are the co-authors of the bestselling One to One B2B. In addition, they have written a comprehensive graduate-level textbook on CRM, Managing Customer Relationships, used in colleges and universities around the globe.

1-904879-34-9
£14.99 PB
Rights: English language
Sales territory: World ex. N. America, Asia & ANZ
Asia & ANZ sales: MCIA*