Customer equity: a creative tool for SMEs in the services industry

Ward Roofthooft ()

Service Business, 2010, vol. 4, issue 1, 37-48

Abstract: The creative use of “Customer Equity” (CE) can be of interest to SMEs in the services industry.CE concerns: “Customer Acquisition”: Which customer or prospect should be acquired for present profit and future retention? “Customer Retention”: How can customers be made customers for life? “Add-on Selling”: Why selling more to existing customers is more profitable than the quest for new business. The SME can furthermore apply two boosters to its CE policy: “Strategic Alliances”: When interdependence is smarter than independence. “External Economy of Scale”: Competition: if you cannot beat them, join them. Copyright Springer-Verlag 2010

Keywords: Customer equity; SMEs; Services (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (8)

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DOI: 10.1007/s11628-009-0082-6

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