Monthly Archives: June 2010

From the authors:

We live in a hyper competitive market where firms are faced with an ever growing price pressure and increasingly demanding customers.

Revenue generation is in this post depression era imperative and urgent for businesses to survive.

In this era – also  a decade of fundamental transitions – customers see things differently. They often attach importance to a wide range of issues such as quality, customer focus, good information, a great experience, and of course price.

At first glance this seems to have conflicting interests, but practice shows that companies, specifically in their benefit to work.

How they do that?

Especially by understanding what value means for the customer. What motivates customers to do business with them. By example, know why one customer is willing to pay a higher price and the other not. And by the right action to take on the most appropriate time for the customer.

These firms are successful because they find an optimal balance between the value of the customer and the customer value.

Customer Value Management is why many companies are increasingly on the priority list of corporate management.

Customer Value Management raises for many managers still so many questions that the move from theory to practice often do not dare to put. Second, the pressure on (marketing) managers at large outcome-driven work and more insight into the financial consequences of their actions.

This book provides a practical guide to customer value management in a results-oriented way to introduce your organization. Based on tips, practical examples and case studies are the different stages in the customer value policy is explained. Particular attention is given to the measurability and evaluation of the process.

The core

1. Introduction
2. Growing in a hyper competitive market
3. Customer Value Management to drive customer-focused business
4. A broader view of customer value
5. Identification of the most valuable customers using traditional methods
6. Calculate and predict customer value
7. What binds customers: the customer value
8. Customer Value Management: focus on results and performance
9. Customer Value Strategy: to achieve an optimal balance between customer value and customer value
10. Cases relating to various aspects of klantwaardemanagement

Annex 1. Derivation of formulas for calculating Customer Lifetime Value
Annex 2. Measuring quality perceptions and rational value

My rating

3,0 stars on a scale 0-5.

Ken uw Klant clearly shows a professional attitude for an important aspect of marketing an customer service.

The book is an  readable  description of hte fundamental concept in  in customer value managements and offers instructive insights and lessons for every business leader and professional in the field of customer management.

Many marketing, sales and operational managers will draft their yearplan 2011 in the forthcoming months.  The knowknow of Marc van de Perre en Ton Kuijlen  may help you to design, implement or sharpen your customer value management  in 2011.

It is my firm belief that if you acknowledge that knowing your customer also implies using more recent concepts like SocialCRM, co-creation, design thinking, design driven innovation and so on this book may assist u in designing a good yearplan 2011.

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