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Winning with Customers: A Playbook for B2B by Jerry Alderman, D. Keith Pigues

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Chapter 4. Winning Metrics

This is a surprise chapter. When we created the book outline, this chapter was nowhere to be found. We had originally planned to cover this part of our story in Chapter 2, "Define Winning." But during these past six months there has been a growing interest in the discussion of our metrics. So we thought, given the interest, we should isolate the discussion into its own chapter. You see, somewhere along our journey of work in Winning with Customers something surprising happened. The metrics we use as a necessary evil to organize our work have taken on a life of their own. We are surprised at the interest because the metrics have always flowed from our work. Our work did not flow or follow from the metrics.

After reading this chapter you will be able to:

  • Understand the foundation of all metrics we introduce in the next chapters, the "how to" chapters.

  • Understand the characteristics of a good metric.

  • Understand the evolution in metrics from Loyalty and Customer Satisfaction.

  • Define the metric for Winning with Customers: The differential value proposition.

  • Understand how the metric segments your customers according to value creation and capture.

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