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Customer equity management tips from Martha Rogers

In this month's podcast, Martha Rogers takes questions from readers on building and managing customer worth and customer equity in a variety of different situations. Learn how businesses can cater to the customer life cycle, find out if price discounting is really a good idea and get tips for building loyalty in the pharmaceutical industry.

Customer equity management is an important aspect of any business strategy. According to many experts, organizations should focus their attention on long-term, high-worth customers and make it a priority to keep those customers satisfied at all times. In this month's podcast, Martha Rogers takes questions from readers on building and managing customer worth and customer equity in a variety of different situations. Learn how businesses can cater to the customer life cycle, find out if price discounting is really a good idea and get tips for building loyalty in the pharmaceutical industry.

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  •   Customer equity management tips from Martha Rogers  
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    Martha Rogers
    Martha Rogers


    Named one of the nineteen most important business gurus of the past century by Business 2.0 Magazine, Martha Rogers, Ph.D., is a founding partner of Peppers & Rogers Group. Martha has been recognized for the past decade as one of the world's leading experts on customer-based business strategies and growing customer value.

    Highlights:
    Fast forward to questions that interest you most.

  • 00:48 What are the various stages of the customer life cycle? Are there any life cycle management best practices to keep customers moving through the life cycle, while at the same time building customer worth?


  • 04:00 The executives in my organization have established that we should not spend more money marketing to a customer than that customer will spend in a single purchase. How can I convince them that we should instead base our spending on our customer's lifetime value?


  • 06:40 Is price discounting a good way to build customer worth, or does it only attract more one-time customers? How can we figure out if offering a discount every so often will actually help us build customer loyalty and customer worth in the long run?


  • 09:56 I work in the pharmaceutical industry, so our customers are the doctors who write prescriptions for their patients. What is a good way to establish customer worth? Do you have any suggestions for building a doctor's loyalty?
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