Introducing "return on relationship" with your most valued
customers
The traditional model of growing your business--by relying on
employees in sales, marketing, and product development--is dying.
Today''s most successful companies are taking a different approach:
getting "customers" to market, sell, and create products for
them.
In assessing client value, most companies look at the money paid
for their goods and services. But in this book, Customer Strategy
Group CEO Bill Lee offers a compelling new vision for growth by
maximizing your "return on relationship" with select
customers--those that offer rich sources of hidden wealth. A
different type of ROI, this strategy of making the most of your
firm''s existing relationships is a modern approach to customer
relations--one that yields a distinct business advantage.
Illustrated by numerous case studies--Salesforce.com, SAS
Institute, 3M, Microsoft, and others--"The Hidden Wealth of
Customers" shows the value some customers can have by helping to
market your offerings, penetrate foreign markets, leverage the
demand-generating power of social media, build customer
communities, improve innovation, and more. Lee explains how to
effectively engage this crucial audience, which has the power to
keep your strategy focused on important customer issues and
increase profitability.
When done right, your best customers will prospect for you while
also speeding product adoption and improving customer satisfaction
and long-term loyalty.
Consider this book a blueprint for finally making the most out of
your most valuable customer relationships.
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