The Customer Profit Maxim

The central message of this book is that the bottom-line should become top priority for decisionson marketing, sales and service investments. This will enable a sustainable business,resulting in happier customers, happier employees and, last but not least, happier shareholders.Collaboration between finance and commercial departments is key to this approach. Thisconcise book offers:• A balanced view on customer relations• A unique model for customer segmentation• Practical guidelines to improve collaboration between financial and commercial departments• A seven step roadmap to realize customer profitability• A methodology to align marketing, sales and service budgets, leading to long-term profitabilityThe authors combine extensive experience in the areas of commercial and financial customer relations. Wil Wurtz is a renowned CRM specialist in The Netherlands. Marcel Wiedenbrugge is an internationally active expert on credit management, service management and related software solutions.