Customer Asset

This book delves into the concept of customers as financial assets,explaininghow firms canassessinvestments in customer relationships. Theauthors presentthe VARIED framework for quantifying the customer asset, enabling marketers to devise strategies that enhance its value. Crucially, these strategies' advantages can be communicated in financial terms to non-marketers, instilling accountability in marketing and augmenting firm value through well-informed investment decisions. This methodology offers a practical avenue to enact the strategic concept of customer centricity. It will resonate withmarketers,accountants,andall managerseager to demonstratecustomers' financial worth to the organization.