Customer Portfolio Management: Creating Value with a Large Leaky Bucket of Customers
暫譯: 客戶組合管理：在大量漏水的客戶中創造價值

Selnes, Fred, Johnson, Michael D.

Customer Portfolio Management: Creating Value with a Large Leaky Bucket of Customers
  • 出版商: MIT
  • 出版日期: 2025-03-18
  • 售價: $1,160
  • 貴賓價: 9.5 折 $1,102
  • 語言: 英文
  • 頁數: 144
  • 裝訂: Hardcover - also called cloth, retail trade, or trade
  • ISBN: 0262049627
  • ISBN-13: 9780262049627

    • 海外代購書籍(需單獨結帳)

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商品描述

How to create value with all the customers in a portfolio, from the stronger relationships that increase profit margins to the weaker relationships that increase scale.

Which would you rather have: a smaller, watertight bucket of loyal customers or a larger leaky bucket of both loyal and not-so-loyal customers? In Customer Portfolio Management, Fred Selnes and Michael Johnson argue that for most companies and organizations the larger leaky bucket is more valuable. While loyal customers are generally more profitable, the weaker, or "leaky," relationships in a portfolio provide scale economies and a source of future loyal customers. The basic principle behind customer portfolio management (CPM), they explain, is to view a company's market strategies as long-term investments in the strength of relationships over an entire portfolio of current and future customers.

This book helps business leaders understand when and how much to focus on acquiring customers, how to defend and leverage those relationships, and how to convert some of these relationships into stronger, more profitable ones. The authors present an implementable framework for CPM that involves:

  • segmenting customers into strangers, acquaintances, friends and partners;
  • understanding the lifetime value, or revenues and costs over time, across relationship segments; and
  • determining when and how much to invest in customer acquisition, relationship defense, relationship leverage, and relationship conversion.

Case studies and examples that include Amazon, Apple, IKEA, and dozens of other companies are used along the way to illustrate effective portfolio management principles and growth strategies.

商品描述(中文翻譯)

如何利用投資組合中的所有客戶創造價值，從增強利潤率的強關係到擴大規模的弱關係。

你更希望擁有什麼：一個小而密不透風的忠實客戶桶，還是一個大而漏水的包含忠實客戶和不那麼忠實客戶的桶？在客戶投資組合管理中，Fred Selnes 和 Michael Johnson 主張對於大多數公司和組織來說，較大的漏水桶更具價值。雖然忠實客戶通常更具利潤，但投資組合中的弱關係或「漏水」關係提供了規模經濟和未來忠實客戶的來源。他們解釋說，客戶投資組合管理（CPM）的基本原則是將公司的市場策略視為對整個當前和未來客戶關係強度的長期投資。

本書幫助商業領導者理解何時以及應該多大程度上專注於獲取客戶，如何保護和利用這些關係，以及如何將其中一些關係轉化為更強大、更有利可圖的關係。作者提出了一個可實施的CPM框架，包括：

  • 將客戶分為陌生人、熟人、朋友和夥伴；

  • 理解各關係段的終身價值，即隨時間變化的收入和成本；以及

  • 確定何時以及應該投資多少於客戶獲取、關係防禦、關係利用和關係轉換。


書中使用了包括 Amazon、Apple、IKEA 及其他數十家公司在內的案例研究和示例，以說明有效的投資組合管理原則和增長策略。

作者簡介

Fred Selnes is Profesor in the Department of Marketing, BI Norwegian School of Business. He has published academic articles in leading academic journals, written several books, consulted in more than 50 industries, and started four companies.

Michael D. Johnson is Dean and E.M. Statler Professor Emeritus at the Nolan School of Hotel Administration, SC Johnson College of Business, Cornell University, as well as Marketing Department Chair at the Wisconsin School of Business, University of Wisconsin-Madison. He has published over 100 academic articles and industry reports and five previous books over the course of his career and consulted in over 20 industries.

作者簡介(中文翻譯)

Fred Selnes 是挪威商學院（BI Norwegian School of Business）行銷系的教授。他在領先的學術期刊上發表了學術文章，撰寫了幾本書籍，並在超過50個行業中提供諮詢服務，還創辦了四家公司。

Michael D. Johnson 是康奈爾大學SC Johnson商學院諾蘭酒店管理學院的院長及E.M. Statler名譽教授，同時也是威斯康辛大學麥迪遜分校商學院行銷系的系主任。在他的職業生涯中，他發表了超過100篇學術文章和行業報告，以及五本書籍，並在超過20個行業中提供諮詢服務。

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