MANAGING CUSTOMER VALUE
One Stage at a Time
by Dilip Soman (University of Toronto, Canada)
&
Sara N-Marandi (University of Toronto, Canada)
Table of Contents (32k)
Preface (36k)
Chapter 2: Value (71k)
Chapter 5: Customers as Gambles (90k)
Chapter 6: Loyalty (72k)
About Dilip Soman About Sara N-Marandi
How do you take individuals who have never done business with your organization and work on them till some of them eventually become the best possible customers that you have? How do you decide how much to spend on various marketing tactics? How do you think about the pricing decision with a view to optimizing the value of your customers as assets? Where do you start — what tools do you use — what heuristics are useful in making these decisions? This book attempts to answer questions such as these. The one-sentence summary of the answer, though, is simple — hold the individuals hands and walk them through a value chain, one stage at a time.
This book is written for an advanced student of business, as well as for the practicing manager, and presents an integrated view of the marketing function. In particular, it focuses on all the activities that a firm engages in to create and manage value, and not just the customer-facing activities. In that sense, it links the traditional views of customer value with the finance, accounting, human resources, organizational behaviour, information technology and operations functions. The content is meant to be prescriptive — it describes a process for value creation and management, yet analytical; theoretical, yet empirically driven. It urges the reader to think about the customer value function to be organized along activities that the firm would like the customers to engage in, not activities that the firm engages in. It presents a framework that is not only conceptually driven but also has a sound mathematical basis.
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Contents: |
- Managing Customer Value One Stage at a Time
- Value
- Decomposing Metrics
- Stages in the Customer Value Chain
- Customers as Gambles
- Loyalty
- Harnessing Customer Intelligence
- Pricing and Customer Psychology
- Aligning the Organization
- Customer Intelligence at the Trillium Gift of Life Network
- Octopus: Making Everyday Life Easier
- Get Smart
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| Readership: Graduate students and academics in marketing; business decision-makers; general public. |
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“A great blend of the science and art behind managing customer value.” |
Dipak C Jain, Dean
Kellogg School of Management, Northwestern University |
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“Soman offers marketers a great gift — elegantly simple new ways to approach the common yet deceptively complex choices they must make every day. Using crystal clear examples from real business situations he demonstrates that it is possible to create value for the customer and from the customer at the same time, to the delight of each side.” |
Delaine Hampton
Director of Consumer and Market Knowledge of Procter & Gamble |
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“Managing Customer Value One Stage at a Time has been terrific in shaping the way I think about our business, breaking it down into its component pieces in order to discover what our customers value, and what to improve.” |
William Hsu
Vice President of Asia Pacific CNN News Advertising |
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“An excellent treatise for unlocking customer value, one step at a time.” |
Rajesh Subramaniam
Senior Vice President of International Marketing
FedEx Services |
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“Until recently, customer product offerings were based on ‘equitable treatment’ or ‘one size fits all’. Today, each relationship and offering is unique. This book provides useful tools to examine the customer relationship and allow us to differentiate good customers from bad. Importantly, it provides a framework and rigor to end the relationship or transform bad customers to good ones.” |
John Cassaday
CEO and Presiden of Corus Entertainment Inc. |
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“This exceptional book is the perfect blend between strategy and frameworks. The reader will gain important insights into both planning and execution.” |
Steve DeKrey
Senior Associate Dean of HKUST Business School |
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“This book has taken the science of marketing to a new level by turning the traditional marketing frameworks around to focus on the client rather than the marketer. This seemingly simple shift, which must be accompanied by disciplined measurement and a commitment to creating customer value, has redefined how organizations will win and retain customers. Soman's work is a must-read for leaders who need to learn how to co-create with their clients.” |
Barbara Stymiest
Group Head, Strategy, Treasury and Corporate Services of Royal Bank of Canada |
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“Dilip Soman has produced a thorough and original review of leading-edge thinking on the key issue of managing customer value for competitive advantage. This book will challenge simplistic conventions and stimulate practitioners and academics alike to re-think their approach to this critical area of marketing which arguably impacts profitability the most, both in the short- and long-term. Don't expect a light read, but the effort will be repaid in full.” |
Charles Brian-Boys
Managing Partner of Eight Partnership |
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“Whether you are a newbie, an experienced marketer or an advertising practitioner (like me!), this new book will keep you enlightened by unveiling the secret of managing customer value in a systematic and scientific way — showing that indeed marketing can be measured today.” |
Danny Mok
CEO of Grey Hong Kong and Shanghai |
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“A simple yet scientific way of building customer profitability portfolio one stage at a time, by understanding and building on value to customer.” |
Dilip Kumar
Chief Operating Officer of Datacraft Asia Limited |
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“As a student, I was impressed with Dr Soman's blend of academia and real experience. For the first time, I had a professor who was asking us ‘why’ customers responded differently rather than just giving ‘historical accounts’ of marketing successes. Teaching business history is easy. Teaching us how to frame our research/programs is the key to this book & and real success.” |
Craig S Smith
SVP Operations Development of Marriott International Asia Pacific |
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| 416pp |
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Pub. date: Oct 2009 |
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