Size the Prize

Sandra Vandermerwe

Chapter Breakthrough 6 in Breaking Through, 2014, pp 135-155 from Palgrave Macmillan

Abstract: Abstract Part of the compelling story is making an estimate of how big the new opportunity is likely to be. Customer centricity uses a different formula. Revenues go up due to deepening, lengthening and more diverse customer spend, and costs go down thanks to new economies and other savings, including customer involvement and advocacy, all of which have the potential for disproportionate and increasing returns. The story, powerfully told and sold, elevates interest and increases conviction and conversion.

Keywords: Credit Card; Customer Base; Revenue Stream; Mobile Payment; Customer Engagement (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-39551-1_7

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DOI: 10.1057/9781137395511_7

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