A breakthrough approach to measuring customer value and maximizing shareholder value!
How to measure Customer Value Added and its components and use that information to steer your company forward.
How to develop winning strategies based on Customer Value Added, and structure your organization to manage it effectively.
Includes practical tools and worksheets for successfully understanding and managing Customer Value Added in your business.
Whether you're a C-level executive, a line-of-business leader, or a mid-level manager, one job ultimately matters most: maximizing shareholder value. This book systematically explains how to do it. Columbia University's Don Sexton fully identifies the real drivers of shareholder value, unifying key concepts from marketing, branding, economics, management, finance, accounting, and statistics. Sexton introduces a powerful new metric: Customer Value Added (CVA), the difference between customer-perceived value and variable cost per unit. Next, he demonstrates CVA at work, presents research and case studies that prove its value, and shows how to use it to consistently measure, manage, and optimize profit, cash flow, and shareholder value. Readers will learn why CVA works; how to measure it; how changes in CVA correlate to changes in profits and cash flow; and how to use CVA to steer the enterprise. Along the way, Sexton illuminates CVA's key implications for managers, including why managers must focus attention simultaneously on both customers and costs, and why well-publicized 'generic strategies' such as 'net recommend' offer only part of the solution. Finally, drawing on his own extensive experience consulting on CVA and related issues, Sexton presents easy-to-use worksheets for translating CVA concepts into reality in your own organization.
- Publication Date:
- 01 / 07 / 2009