For every company, profitability is critical to growth and survival. In most organizations, profit is presented as a consolidated figure. However, a company's profit is actually the sum of all profits and losses that are made from individual customers. As such, a consolidated profit figure does not tell anything about which customers contribute positively to the bottom line and which customers generate a loss. As a result, scarce resources are not allocated optimally.
Customer Profit Hacking is a one-of-a-kind book. It is the result of many years of practical experience and combines insights from various fields of expertise including marketing, CRM, sales, finance and credit management. In this book, you will find:
- A balanced view about customer relationships
- An integrated model to determine customer profitability
- A roadmap to long-term profitability
- A structured approach to determine resource allocation and budgets for individual customers
- Practical guidelines to enhance collaboration between finance, marketing, sales and customer service
Customer Profit Hacking will enable you to manage customer relationships in a more sustainable and profitable manner.
"What is customer value? In my experience, how you answer that question indicates whether you are part of customer - or company-centric business. Follow the sage advice of Wurtz, Wiedenbrugge and Dennis and you'll learn why it's essential to strike a balance between delivering value for the customer and receiving value from the customer."
Bob Thompson, CEO, Customer Think Corp., United States
Wil Wurtz
Wil Wurtz is a pioneer in CRM and customer value. He combines knowledge and expertise in marketing, psychology, statistical analysis, ICT and management. In the early nineties he was co-founder of MSP Associates, a CRM consulting firm "avant-la-lettre", known for the Customer Marketing method. Previously he was a member of the Board of Directors of the international marketing research company InterView Europe Ltd. He was founder of CRM Association NL, the Dutch network for CRM professionals. He is a lecturer at Beeckestijn Business School for the Post Master Course CRM. As the author of books and articles and as speaker at conferences, he has contributed to the development of CRM in Europe. Currently he is CRM partner of the Amsterdam based consultancy CruxDigital, focusing on building customer relations in the digital age.
www.cruxdigital.nlw.wurtz@cruxdigital.nl
Marcel Wiedenbrugge Marcel Wiedenbrugge is managing director of WCMConsult. Marcel combines knowledge and experience in account management/sales, credit management, service management and related software solutions. In the past he worked for companies like Ricoh, Van Ommeren Ceteco, PCD Polymere and Yamaha Musical Instruments Europe. Most of the time he worked in a B2B environment, but he is also quite familiar with retail. Marcel is an entrepreneur, speaker, writer, researcher, trainer and consultant. He develops, organizes and conducts workshops, trainings and seminars. He frequently writes articles and is the author of several books. www.wcmconsult.com marcel.wiedenbrugge@wcmconsult.com
Michael C. Dennis Michael C. Dennis is a partner in CoveringCredit.com, a credit and collection consulting company located in California. Michael is the author or co-author of four books including: "The Credit and Collection Handbook" and "Credit and Collection Forms and Procedures Manual." He has been a featured speaker at numerous national and regional credit conferences. Michael works as a part-time instructor for the Credit Management Association as well as for the Wisconsin Credit Association. Michael has also taught the CAP and ACAP programs intended for working credit and collection professionals for more than ten years. Michael received an M.B.A. from Pepperdine University, and received the Credit Business Fellow Accreditation from the National Association of Credit Management.
www.coveringcredit.com
