A synopsis of Chapter 1 of Professor John A Murphy’s book: Converting Customer Value from Retention to Profit © 2006 John Wiley & Sons Ltd.
The Customer Profit Conundrum
Apart from the financial services industry, profiling customer profit contribution or potential for profit at the individual level, is rarely practiced. Modern accountancy practice doesn’t demand this knowledge and most marketing or CRM practitioners are unsure how to go about it. In his recent book Converting Customer Value; Professor John A Murphy and his colleagues looked at this in some detail.
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