Unprofitable liaisons are costing companies money

Keith Johnston

Explains the concept of customer value management (CVM), which measures individual customers' profitability, needs and preferences, and manages them accordingly.

Unprofitable Liasons are Costing Companies Money

Keith Johnston, Manifesto, argues that companies nees to adopt a customer value management strategy to maximise their ROI

The old belief that marketing was simply a matter of selling a product has, with the evolutionary process, been replaced by CRM (customer relationship management). Yet, like evolution, the market moves on and CRM, or the need to optimise the balance between corporate investments and the satisfaction of customer needs to generate maximum profit is now being strengthened by CVM (customer value management – see Appendix 1).

Focus on customer profitability

CVM, the proactive management...

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