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Customers as stakeholders: putting a figure on their value

Customers as stakeholders: putting a figure on their value Argues the case for developing loyalty among customers, as applied to stakeholders and including investor loyalty. Uses an illustration of a man wagging his finger at a dog as a dig at present thinking, regarding the social contract between employers and employees. Describes how companies recruit more sales staff as a response to a slow down in revenue growth, drop prices to new customers, adding new products. States this reduces productivity at a high cost — from inexperienced sales staff, unhappy customers pressured into making purchases subsequently regretted, or customers who price‐hop, plus higher production line costs — all of which lead to the company being worse off and prospects damaged in the long‐term. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png The Antidote Emerald Publishing

Customers as stakeholders: putting a figure on their value

Kippenberger, T
The Antidote , Volume 1 (2): 3 – Aug 1, 1996
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Publisher
Emerald Publishing
Copyright
Copyright © 1996 MCB UP Ltd. All rights reserved.
ISSN
1363-8483
DOI
10.1108/EUM0000000006314
Publisher site
See Article on Publisher Site

Abstract

Argues the case for developing loyalty among customers, as applied to stakeholders and including investor loyalty. Uses an illustration of a man wagging his finger at a dog as a dig at present thinking, regarding the social contract between employers and employees. Describes how companies recruit more sales staff as a response to a slow down in revenue growth, drop prices to new customers, adding new products. States this reduces productivity at a high cost — from inexperienced sales staff, unhappy customers pressured into making purchases subsequently regretted, or customers who price‐hop, plus higher production line costs — all of which lead to the company being worse off and prospects damaged in the long‐term.

Journal

The Antidote – Emerald Publishing

Published: Aug 1, 1996

Keywords: Stakeholders; Customer loyalty; Customer satisfaction; Customers; Customer service

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