There is a lot of discussion lately about "return on customer experience," an idea we think should be almost directly aligned with our Return on Customer concept. Buzz-Talk's blog has an excellent summary of many of the more recent findings in this field. Unfortunately, the "proof points" that get the most attention in Buzz-Talk's and other discussions of customer experience management have to do with comparisons of the overall economic and financial performances of CXP leaders and CXP laggards.

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Posted by Don Peppers | Permalink | Comments (0)

There is an interesting and well-informed article discussing Martha Rogers' and my Return on Customer metric in the most recent issue of the UK's Marketing Week magazine. David Reed, who covers the "data strategy" beat for the magazine, writes that while the data side of marketing has benefited greatly from a renewed attention to the financial metrics of success, particularly ROI, this might be a short-term blessing for the discipline. What he means is that ROI metrics typically look at campaign or product profitability figures, but have little to say about the long-term value created (or often destroyed) by marketing efforts. On the other hand, he says, the ROC metric does capture long-term value, because it incorporates changes in customer lifetime value (LTV). [Note, please that Martha and I have trademarked the terms "Return on Customer" and "ROC." We grant permission to people to apply these terms to their own analytics efforts when we deem the terms are used correctly.]

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Posted by Don Peppers | Permalink | Comments (1)

As I write this, I am recovering in my hotel room from an early-morning run several times up and down each of the four different staircases in this hotel, in a foreign city (not going to tell you what city, but it's way far away from the US - virtually opposite side of the world). Something I noticed about this modern hotel is that the number of steps between floors varies with each stairwell! While the floors are all level and have no ups or downs in the hallways, the stairwells themselves each have the same number of steps between each of the principal hotel room floors but that number is 21 steps for one of the stairwells, and 22, 23, or 24 steps for the other three (go figure). I don't know the explanation for this, and truth is I'm not even very interested in it, but when you have to run up and down stairwells in a hotel because it's too early for the fitness center to be open, then you have to occupy your mind somehow.

Continue reading "The Perils of Treating Different Customers Differently" »

Posted by Don Peppers | Permalink | Comments (13)