Return on Customer and Return to Customer in CRM

In association with
10th Mar 2006

Recent writings by Don Peppers and Martha Rogers, of One-to-One Marketing fame, have focused on a metric that should be dear to the hearts of all CRM vendors and users – "Return on Customer" (ROC) - the value of individual customers as well as the full set of customers as assets to the firm. By keeping a careful eye on this metric in CRM planning, execution and evaluation, users can promote the likelihood that their investments will deliver positive ROI.

By Scott MacStravic, Ph.D.

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