『Customer Portfolio Management』のカバーアート

Customer Portfolio Management

Creating Value with a Large Leaky Bucket of Customers (Management on the Cutting Edge)

プレビューの再生

Audibleプレミアムプラン30日間無料体験

プレミアムプランを無料で試す
オーディオブック・ポッドキャスト・オリジナル作品など数十万以上の対象作品が聴き放題。
オーディオブックをお得な会員価格で購入できます。
30日間の無料体験後は月額¥1500で自動更新します。いつでも退会できます。

Customer Portfolio Management

著者: Fred Selnes, Michael D. Johnson
ナレーター: Jason L. Bishop
プレミアムプランを無料で試す

30日間の無料体験後は月額¥1500で自動更新します。いつでも退会できます。

¥2,600 で購入

¥2,600 で購入

注文を確定する
下4桁がのクレジットカードで支払う
ボタンを押すと、Audibleの利用規約およびAmazonのプライバシー規約同意したものとみなされます。支払方法および返品等についてはこちら
キャンセル

このコンテンツについて

How to create value with all the customers in a portfolio, from the stronger relationships that increase profit margins to the weaker relationships that increase scale.

Which would you rather have: a smaller, watertight bucket of loyal customers or a larger leaky bucket of both loyal and not-so-loyal customers? In Customer Portfolio Management, Fred Selnes and Michael Johnson argue that for most companies and organizations the larger leaky bucket is more valuable. While loyal customers are generally more profitable, the weaker, or “leaky,” relationships in a portfolio provide scale economies and a source of future loyal customers. The basic principle behind customer portfolio management (CPM), they explain, is to view a company’s market strategies as long-term investments in the strength of relationships over an entire portfolio of current and future customers.

This book helps business leaders understand when and how much to focus on acquiring customers, how to defend and leverage those relationships, and how to convert some of these relationships into stronger, more profitable ones. The authors present an implementable framework for CPM that involves:

  • Segmenting customers into strangers, acquaintances, friends and partners.
  • Understanding the lifetime value, or revenues and costs over time, across relationship segments.
  • Determining when and how much to invest in customer acquisition, relationship defense, relationship leverage, and relationship conversion.

Case studies and examples that include Amazon, Apple, IKEA, and dozens of other companies are used along the way to illustrate effective portfolio management principles and growth strategies.

PLEASE NOTE: When you purchase this title, the accompanying PDF will be available in your Audible Library along with the audio.

©2025 Fred Selnes and Michael D. Johnson (P)2025 G&D Media
カスタマーサービス マネジメント・リーダーシップ マーケティング マーケティング・セールス 予測・戦略的計画

Customer Portfolio Managementに寄せられたリスナーの声

カスタマーレビュー:以下のタブを選択することで、他のサイトのレビューをご覧になれます。