Customer value in the long-term with Don Peppers

Don Peppers

Customer value in the long-term

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Highlights:
Fast forward to questions that interest you most.


• 00:30 Many companies focus on attracting and retaining high-value customers. Should we also focus on attracting and retaining low-value customers that may be worth more in the future?



• 01:45 In the past, my company measured performance against sales, but today we're being asked to care more about customer value. But we can't do any serious customer analysis because we're challenged with getting the data. Do you have any suggestions for turning this around?



• 04:46 In a few large organizations where I've worked, there was rapid turnover in the CMO position. In your eyes, is CMO tenure so short because they're not interested in long-term results in terms of customer value, or is it just job churn?



• 06:02 Do current marketing trends reflect a focus on customer value? Can you give some examples?

Related resources on customer value

• Read Peppers and Rogers latest book, Rules to Break & Laws to Follow.

• Learn how customer value effects marketing strategies in Lior Arussy's expert response.

• Expert Michael Lowenstein explains how employees impact customer value.

• Ask your own customer equity questions of Peppers and Rogers to be answered on an upcoming podcast.

• If you prefer to read rather than hear Peppers and Rogers' answers, visit SearchCRM.com's Ask the Expert pages:

  Ask the Expert: Customer equity: Long-term and short-term
  Ask the Expert: Building trust with customer strategy
  
  

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