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Total Customer Value Trumps Simple Loyalty in Digital World

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CMO
“However, in the predigital past, assessing customer value typically revolved around some combination of financial and transactional metrics. "A lot of organizations still focus on frequent buyers rather than the total value of the relationship," noted Kurt Carlson, professor of marketing at the McDonough School of Business at Georgetown University and co-author of the book "Contemporary Brand Management."”
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