Our article reviews the literature on customer development and reports findings from an exploratory survey of practices in Australian companies. We find that companies that build customer development plans around increases in revenues, rather than reductions in cost-to-serve, achieve better development outcomes. Outstanding performance in customer development seems to be strongly associated with managing the revenue side of the profit equation. We conclude with recommendations for further research.
|Number of pages||9|
|Journal||Journal of Database Marketing and Customer Strategy Management|
|Publication status||Published - Dec 2009|