Driving Customer Equity: Capitalizing On The Lifetime Value of Your Most Valuable Customers

Driving Customer Equity is the collaborative effort of management professors Rust, of Vanderbilt University, Zeithaml, of University of North Carolina, Chapel Hill and Lemon, formerly of HBS and now of Boston College. The conceptual framework established in the book represents the convergence of the three authors' areas of expertise: the financial impact of service quality (Rust), service quality measurement (Zeithaml) and customer retention (Lemon). In the new economy where services are emphasized over goods, they contend, customer relationships and customer retention will in turn be valued over customer transactions and customer attraction. In the end, customer equity will surpass brand equity in overall value to the firm. Driving Customer Equity recommends a major transformation in the competitive strategy of businesses globally and offers a blueprint for business leaders to follow as they redirect the efforts of their firms.