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CUSTOMER VALUE INVESTMENT: Formula for Sustained Business Success


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Total Customer Value Management (TCVM)


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Written by Gautam Mahajan, this pathbreaking book uses the unique Customer-in-Center concept to explain how investing in Customer Value can increase the market share and profitability of a company.

The Customer is the ultimate driver of a business. Customers buy products and services that give them more value and this value is what gives one company the winning edge over another.The book shows companies how they can be driven by Customers and their needs, and how sustained business success can be achieved through Customer Value Investment.

In addition to clearly explaining key terms and basic concepts—insightfully illustrated with caselets, tables, graphs and key points in each chapter—the book explains how companies can:

  • Move beyond Customer management and satisfaction to loyalty
  • Become market leaders and improve business results
  • Understand the value they provide to Customers
  • Improve service quality and loyalty
  • Set up Customer-Circles and build Customer Conduits
  • Understand competitive strategies and pre-empt competition
  • Measure Customer capital.

Gautam Mahajan graduated from IIT Madras as an Institute Merit Scholar. He has a Master’s degree in Mechanics and has completed his PhD coursework from the Illinois Institute of Technology, and has an MBA from Suffolk University.

Mahajan is the President of Inter-Link Services Pvt. Ltd., an International Consulting Firm in operation since 1987, working with clients from America, Europe, Asia, Australia and India. He is an internationally acclaimed expert in strategy, general management (including Customer Value) and globalization