The ultimate goal of any company is sustainable profitable growth. This book explores how customer asset management can be used as tool to achieve this goal.
The aim of customer asset management is to improve the performance of the customer asset by creating customer portfolios that are managed with differentiated business models. The fact-based management system for customer assets offers practical tools for optimizing marketing processes and for improving sales forecasting.
Customer assets need to be managed across organizational silos. Traditional functional roles change as marketers become investors in customer assets, sales people turn into cash flow optimizers, and business controllers focus on measuring the performance of customer assets.
The benefit of driving growth with customer asset management is indisputable: it makes it possible to increase turnover, profit and shareholder value simultaneously. Mastering customer asset management requires a step-by-step learning process – but the journey towards profitable organic growth can be started in all companies immediately.
|
