Measuring and Managing Customer Profitability

Customer profitability, Metrics and measurement, Value quantification

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In this article, Gary Cokins challenges one of the most persistent assumptions in business: that revenue growth equals value creation. Focusing on the often-hidden reality of customer profitability, the article explains why traditional accounting masks the true cost to serve individual customers and how this leads organisations to reward unprofitable behaviour. It sets out a…

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Measuring and Managing Customer Profitability

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Want to access this and 332+ other resources?

Access an ever-growing wealth of on-demand KAM materials in our Member Resources Library. Explore nearly 250 items including research papers, practical case studies, diagnostics and tools, podcasts, and videos.

As an AKAM member you'll improve your KAM practices through education and networking. Receive exclusive invites to in-person and online events, have the opportunity to build and certify your skills and access a wealth of knowledge.

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