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Customer value and successful marketing: How are marketing trends changing?

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Customer value and successful marketing: How are marketing trends changing?

Don Peppers and Martha Rogers, Founding Partners, Peppers & Rogers Group

Do current marketing trends reflect a focus on customer value? Can you give some examples?

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More and more, we see customer value rising to the level of an important, but perhaps not yet critical, metric in evaluating most companies' marketing efforts. Many non-financial metrics already emphasize customer value issues. Net Promoter Score and Balanced Scorecard, for instance, are tools that managers use to ensure their companies don't focus exclusively on measurable, current-period sales. Instead, these systems provide other current-period metrics that have long-term effects.

Hear more in Creating Customer Value, a SearchCRM.com monthly podcast series with Peppers and Rogers.

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