Lynette Ryals Managing Customers Profitably

ISBN 13: 9780470060636

Managing Customers Profitably

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9780470060636: Managing Customers Profitably

This book is a response to a need in the market place in the fast-growing field of customer profitability analysis and the profitable management of customer relationships. It combines innovative approaches to calculating the value of customers, with the management strategies necessary to make and keep customers profitable.

It includes easy-to-follow instructions on how to calculate customer profitability, including worked examples (non-technical) and discusses strategies and their applications for organizations to manage customers profitably. Based on cases and feedback from the KAM Club and other research, there will be many business-to-business as well as business-to-consumer examples.

The book assumes some level of numeracy in its readership.

The contents include:

  • Assessing product costs, costs to serve and how these can be estimated, and how to deal with customer-specific overhead costs.
  • It discusses the uses and limitations of the use of customer profitability analysis, and illustrates how to calculate customer lifetime value using two methods, one with actual numbers and one which estimates relative customer lifetime value.
  • Provides an innovative approach to calculating the lifetime value of a customer by taking risk into account.
  • Demonstrates how to recognise and value the relationship benefits of customers, such as word of mouth.
  • Brings into discussion the idea that how customers are managed, links to their profitability.
  • Describes how financial portfolio analysis and theory apply to marketing and how, their application to marketing relates to the optimisation of marketing spend.

"synopsis" may belong to another edition of this title.

From the Back Cover:

"As a global business manager for one of the world's largest professional information networks, my single biggest mission is building relationships with senior executives that will endure and profit both sides for 10 years or more. The brand is their endorsement of our life time value.

Lynette Ryals provides thought-provoking tools, ideas and real-world cases of how to manage the trade offs between the financial relational and strategic value of one's customers. This is a compelling read for anyone who wants to implement change around the true value of your most important business asset - your customer base." —Nandini Basuthakur, Executive Director, Corporate Executive Board Company (UK) Ltd. 

"Lynette Ryals is a great researcher, teacher, writer and practising manager. She is also an outstanding marketer. Please read this book, which is written in a very engaging style. You will learn so much that is valuable and actionable that it will change your career for the better."—Emeritus Professor Malcolm McDonald, Chairman of six companies, former Marketing Director of Canada Dry 

"Managing Customers Profitably combines excellent research, practical models and deep insight into the topic. This invaluable guide is clearly written, comprehensive in coverage and should be on the desk of every manager charged with improving customer profitability." —Professor Adrian Payne, Professor of Marketing Australian School of Business, University of New South Wales 

"An excellent book that will not only provide great guidance to those starting out in sales or marketing but will allow even the most experienced professionals to back up their intuition and judgment with justifiable and objective facts."—Richard Vincent, OEM Business Operations Manager, HP Storage Platforms 

"The issues involved in attracting and retaining profitable customers are amongst the top challenges faced by the Chief Executives of value chain businesses. This book provides a logical approach to understanding and tackling these challenges, and will prove invaluable to senior managers not only in marketing but also in the other key business areas that drive customer value."—Professor Alan Waller, OBE, Vice President, Supply Chain Innovation, Solving Efeso and Vice President Chartered Institute of Logistics and Transport International 

"The book highlights and offers great suggestions on how organisations can better position its resources across its customer base. The concept of understanding customer lifetime value was of great interest to me and strongly supports the argument that not all large customers are necessarily strategic ones. Furthermore the importance of selecting the right channel to market to maximise returns and the importance of understanding the true costs of retaining customers longer term are areas I plan to explore further now. A great book and though-provoking for anyone in a commercial management role today."—Kevin Gani, marketing & Sales Effectiveness Manager - Europe, Electrocomponents plc 

From the Inside Flap:

"For a long time many companies have taken a shotgun approach to targeting their potential customers and have not really analysed the true value of a client. Sales and marketing teams have been allowed to work independently of each other with no clear analysis of what they are spending on client retention or growth.

This book lays out what every company should be addressing - what's the real value and potential value of each customer we have and how should we manage them? At the time of release of  this book the world is facing possible one of the biggest downturns it has seen.The analysis of how a company uses its precious and expensive sales and marketing resources will determine survival and, when the tide turns, domination.

I would encourage any business owner or sales and marketing director to read this cover to cover and implement its well-researched and though-through strategies to ensure that return on investments high for every client they acquire." - Russel Ward, Managing Director, Silent Edge Ltd 

"This book is extraordinary for a variety of reasons. The breadth of issue addressed combined with the depth of know how provided makes this, not so much a book to read as a book to do. Its value is released in applying the vast range of tools in transforming relationships with clients. These tools have the power to change how an organisation thinks, feels about and acts towards its clients with a focus on client value creation. In turn, it provides for example, a robust pricing strategy that ensures suppliers enhance and protect the value of customers for themselves. In doing so it offers an opportunity for creating the kind of differentiation that ensures loyal customers. The result of applying the extensive company based and practical research, combined with her experience as an exceptional teacher and consultant is that Professor Ryals has created a strategic toolkit for business leaders, a "How To" resource for practitioners and a learning resource for students. In our own firm, we have experienced the transformative power of this approach when linked with a real commitment to practice what is captured in this work - Dr. Jim Hever, Head of Client Development Center for Addleshaw Goddard LLP 

"About this title" may belong to another edition of this title.

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Book Description John Wiley and Sons Ltd, United Kingdom, 2009. Hardback. Book Condition: New. 1. Auflage. Language: English . Brand New Book. This book is a response to a need in the market place in the fast-growing field of customer profitability analysis and the profitable management of customer relationships. It combines innovative approaches to calculating the value of customers, with the management strategies necessary to make and keep customers profitable. It includes easy-to-follow instructions on how to calculate customer profitability, including worked examples (non-technical) and discusses strategies and their applications for organizations to manage customers profitably. Based on cases and feedback from the KAM Club and other research, there will be many business-to-business as well as business-to-consumer examples. The book assumes some level of numeracy in its readership. The contents include: Assessing product costs, costs to serve and how these can be estimated, and how to deal with customer-specific overhead costs. It discusses the uses and limitations of the use of customer profitability analysis, and illustrates how to calculate customer lifetime value using two methods, one with actual numbers and one which estimates relative customer lifetime value. Provides an innovative approach to calculating the lifetime value of a customer by taking risk into account. Demonstrates how to recognise and value the relationship benefits of customers, such as word of mouth. Brings into discussion the idea that how customers are managed, links to their profitability. Describes how financial portfolio analysis and theory apply to marketing and how, their application to marketing relates to the optimisation of marketing spend. Bookseller Inventory # AAH9780470060636

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Lynette Ryals
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ISBN 10: 0470060638 ISBN 13: 9780470060636
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Book Description John Wiley and Sons Ltd, United Kingdom, 2009. Hardback. Book Condition: New. 1. Auflage. Language: English . Brand New Book. This book is a response to a need in the market place in the fast-growing field of customer profitability analysis and the profitable management of customer relationships. It combines innovative approaches to calculating the value of customers, with the management strategies necessary to make and keep customers profitable. It includes easy-to-follow instructions on how to calculate customer profitability, including worked examples (non-technical) and discusses strategies and their applications for organizations to manage customers profitably. Based on cases and feedback from the KAM Club and other research, there will be many business-to-business as well as business-to-consumer examples. The book assumes some level of numeracy in its readership. The contents include: Assessing product costs, costs to serve and how these can be estimated, and how to deal with customer-specific overhead costs. It discusses the uses and limitations of the use of customer profitability analysis, and illustrates how to calculate customer lifetime value using two methods, one with actual numbers and one which estimates relative customer lifetime value. Provides an innovative approach to calculating the lifetime value of a customer by taking risk into account. Demonstrates how to recognise and value the relationship benefits of customers, such as word of mouth. Brings into discussion the idea that how customers are managed, links to their profitability. Describes how financial portfolio analysis and theory apply to marketing and how, their application to marketing relates to the optimisation of marketing spend. Bookseller Inventory # AAH9780470060636

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