Measuring customer capital

Abstract

Measuring customer capital – customers’ contribution to current and future revenues – is fundamental to assessing how successful an organization is in turning customer relationships into sustainable competitive advantage. The new business environment requires that companies shift from being product‐centric to being customer‐centric. This shift affects every business process. This article describes the factors that must be considered in assessing customer capital and outlines the steps for introducing such an initiative into the company.

Citation

Duffy, J. (2000), "Measuring customer capital", Strategy & Leadership, Vol. 28 No. 5, pp. 10-15. https://doi.org/10.1108/10878570010379392