Chapter 11 - Chapter 11 Overview Chapter eleven is about...

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Chapter 11 Overview Chapter eleven is about measuring your customer data points in order to grow your business. It describes building a strategy that not only supports short term growth from immediate sales but also a long term plan created by learning about your customer. It is trying to figure out how to maximize revenue and still invest in the future all the while keeping focused on meeting the customer needs. These needs change over time for many reasons. They can be from simple lifestyle changes to overall attitudes toward a brand. Successful businesses learn these differences and adapt their product and services to meet them. They also understand the long term value (LTV) and equity their customers represent. The more data points a business can get on their customers, the more opportunity it will have for building a stronger knowledge of their customers and predicting future growth. Topic of Interest 1 One topic of interest for me in this chapter was the concept of ROC or Return on Customer.
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  • Fall '14
  • printing company, 18 years

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Christopher Reinemann
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