Business, Management and Accounting
6 years ago

Boost Customer Equity by Engaging Every Customer: A Game Changer!

DOAJ (DOAJ: Directory of Open Access Journals)
CUSTOMER EQUITY MANAGEMENT THROUGH CUSTOMER ENGAGEMENT: A CRITICAL REVIEW
Darina Pavlova

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Businesses are focusing more on keeping customers happy to stay competitive. Customer equity management helps with this by tracking customer value and company finances. This study shows how engaging with customers can increase their value to the company. By focusing on all customers, not just the most profitable ones, businesses can boost their overall customer equity. This means that even customers who don't spend much money can still benefit the company in other ways.