Abstract
This paper discusses customer equity scorecards for tracking new and veteran customers' performance and recommends a marketing organisational structure where marketing is charged with maximising customer equity. It discusses the analytical underpinnings of the scorecards used to track the dynamics in the customer base and defines the roles and responsibilities of the marketing line and staff divisions, and how they are expected to interact and support each other. With such scorecards, marketing can be held accountable for customer cash flows and must, therefore, focus on activities that directly enhance these cash flows.
Article PDF
Similar content being viewed by others
Avoid common mistakes on your manuscript.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
About this article
Cite this article
Hansotia, B. Customer metrics and organisational alignment for maximising customer equity. J Database Mark Cust Strategy Manag 12, 9–20 (2004). https://doi.org/10.1057/palgrave.dbm.3240239
Revised:
Published:
Issue Date:
DOI: https://doi.org/10.1057/palgrave.dbm.3240239