Internationally acclaimed business gurus and best-selling authors Don Peppers and Martha Rogers kicked off the CRM revolution and changed the landscape of business competition with their classic bestseller, "The One to One Future." Now, in "Return on Customer, " they have written an even more revolutionary book, redefining the very concept of what it means to be "profitable" as a business." " Virtually every manager agrees that a company's most vital asset is its customer base - the lifetime values of all its current and future customers. Yet when companies track their financial results, they rarely take into account any change in the value of this critical asset. As a result, managers remain blind to one of the most significant factors driving genuine, lasting business success, and instead become preoccupied with achieving short-term financial goals. "Return on Customer" is the first book to focus on how firms create value, not just by driving current profits, but by preserving and increasing customer lifetime value. In a powerful blend of theory and practice, Peppers and Rogers demonstrate how to create shareholder value more efficiently by concentrating on Return on Customer(SM), a revolutionary business metric focused on a company's scarcest resource - customers. By paying close attention to Return on Customer, companies can improve their profits while still conserving and replenishing long-term enterprise value. Relying on their years of experience working with many of the world's leading companies, Peppers and Rogers take readers far beyond marketing, sales, and service. "Return on Customer" will revolutionize how companies think about their basic competitive strategy, product development efforts, and even the issue of business ethics and corporate governance. Return on Customer(SM) is a registered service mark of Peppers & Rogers Group, a division of Carlson Marketing Group, Inc. "To remain competitive, you must figure out how to keep your customers longer, g
