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Return on Customer: Creating Maximum Value From Your Scarcest Resource ReviewROC - What a concept! I worked for a leading (#2) electronics retailer for more years than I care to discuss. As a corporate employee, I saw mistake after mistake but it wasn't until I read Return on Customer that it all became obvious what was going wrong. The company was focused on short term gains to please the stockholders rather than cultivating customers.All business decision-makers need to read this book! Peppers clearly articulates what is wrong with many of today's companies and he shows how business people can focus on their customers to increase shareholder wealth.
Peppers describes how telemarketing efforts (something consumers unilaterally hate) may look like they increase current sales; and therefore, produce a hefty ROI. What businesses do not see is that these campaigns actually lose customers for them over the long run, thus decreasing shareholder value.
As you read this book, you can easily recognize the companies you deal with that are customer-focused and those that are not. You may think the concept is obvious - but then why isn't everyone doing it? By measuring Return On Customer, you create loyal customers who then evangelize your company - the best kind of marketing!
Corporate execs and business owners, you need to read this book!Return on Customer: Creating Maximum Value From Your Scarcest Resource Overview
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