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

Expert Don Peppers discusses the impact customer value has on marketing efforts.

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



This was last published in February 2008

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