Angel Customers & Demon Customers

Angel Customers & Demon Customers

Discover Which is Which, and Turbo-Charge Your Stock


Format
Ebook
Price
$19.99
 
  • Ebook
  • ISBN 9781440626715
  • 256 Pages
  • Portfolio
  • Adult

Overview

One of the oldest myths in business is that every customer is a valuable customer. Even in the age of high-tech data collection, many businesses don’t realize that some of their customers are deeply unprofitable, and that simply doing business with them is costing them money. In many places, it’s typical that the top 20 percent of customers are generating almost all the profit while the bottom 20 percent are actually destroying value. Managers are missing tremendous opportunities if they are not aware which of their customers are truly profitable and which are not.
 
According to Larry Selden and Geoff Colvin, there is a way to fix this problem: manage your business not as a collection of products and services but as a customer portfolio. Selden and Colvin show readers how to analyze customer data to understand how you can get the most out of your most critical customer segments. The authors reveal how some companies (such as Best Buy and Fidelity Investments) have already moved in this direction, and what customer-centric strategies are likely to become widespread in the coming years.

For corporate leaders, middle managers, or small business owners, this book offers a breakthrough plan to delight their best customers and drive shareowner value.

Table of Contents

Angel Customers & Demon CustomersAcknowledgments

Chapter 1


The Trillion-Dollar Opportunity You’re Missing
What It Means—and What It’s Worth—to Be Truly Customer Centered

Chapter 2
Will This Customer Sink Your Stock?
Understanding How Your Average Customer Creates or Destroys Shareowner Value

Chapter 3
The Astonishing Truth About Customer Profitability
The Surprising Things You Discover When You Learn How to “Deaverage” It

Chapter 4
Managing Customer Profitability the Right Way
What Your Real Goal Is and a Practical Scorecard to Track Progress

Chapter 5
Organizing Around Customers
Why Do It and Why More Companies Don’t Do It

Chapter 6
The Right Way to Segment Customers
Reconceiving Your Company as a Customer Portfolio

Chapter 7
Knowing and Winning Customers
The Beginning of Value Proposition Management

Chapter 8
Driving It to the Ledger
Making Value Proposition Management Pay

Chapter 9
Becoming Truly Customer Centered
The Nuts and Bolts of Making It Happen in Your Organization

Chapter 10
A Better Way to Do M&A
How to Stop Takeovers from Making Shareowners Poorer

Chapter 11
Your Action Plan
What to Do on Monday Morning

Notes

Index

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