Tom Pisello: The ROI Guy: Is Return on Customer (ROC) a good.
The ROI Guy
NOVEMBER 8, 2006
Wednesday, November 08, 2006 Is Return on Customer (ROC) a good business value metric? Most CRM ROI oriented business cases focus too much on the near term, counting only direct “hard benefits and ignoring the more important soft benefits that relate to customer satisfaction, retention and lifetime value optimization.
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