Converting Customer Value : From Retention to Profit

A company exists to make profit, and everything it does is a step towards that goal.

Many firms are trying to get closer to their customers, but few realise how crucial this is to corporate value.

Indeed, the long-term value of a company is perhaps best described as the sum of future profits from customers, discounted to a present value.

Tackling two hot topics in business - CRM and corporate value - and based on a study undertaken by the Customer Management Leadership Group, John Murphy's new book links customer management directly to company profitability for the first time.

By implementing its "Customer Management Integration Framework", a company can see cash flows for each customer relationship, and use that information to effectively manage key customers for higher and more resilient levels of profitability.