The Hidden Wealth of Customers: Realizing the Untapped Value of Your Most Important Asset ePub (Adobe DRM) download by Bill Lee

The Hidden Wealth of Customers: Realizing the Untapped Value of Your Most Important Asset

Harvard Business Review Press
Publication date: May 2012
ISBN: 9781422184004
Digital Book format: ePub (Adobe DRM)

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Your firm is great at bringing in new customers. But what do you do with them once you have them? Try to upsell more products and services? Or do you have a strategy for extracting a different kind of value from customers, one that may prove to be even more powerful than the upsell?In The Hidden Wealth of Customers, Customer Strategy Group CEO Bill Lee offers a compelling vision for a “return on relationship” with your most valued customers. A different type of ROI, this strategy of maximizing the relationship itself with existing customers is a modern approach to customer relations, one that will net increased business advantage.The goal is to use a community marketing approach to engage this critical audience so they help to create value for the firm. When done right, these customers will prospect for you, while also improving product adoption, satisfaction, and long-term loyalty—and will do all of this with more credibility than anyone in your firm can. This book shows you how to properly engage, organize, manage and maintain this essential audience, which will help keep your strategy focused on key-customer issues and will help increase your organization’s profitability.Drawing from a wide variety of examples and case studies including, The Hidden Wealth of Customers is a blueprint for making more out of your most promising relationships—those of your existing customers.
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