Customer Acquisition: How Executives Can Measure New Customer Value
Do you know how much your customers cost?
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All senior executives struggle with this question, and it has no easy answer. Every company is expected to acquire a fairly steady stream of new customers in the routine course of business. A rapidly expanding company in a new or growing category has a great deal of customer equity in the form of the lifetime values of customers it does not yet have but reasonably expects to have in the future.
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