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Total Customer Value Management: Transforming Business Thinking By Gautam Mahajan Response Books, New Delhi, 2011, Pages: 326, Price: ?450 ISBN: 978-81-321-0312-7 (PB)
This book titled "Total Customer Value Management" written by Gautam Mahajan discusses various thoughts on the relevance of customer and their attachment with business processes and business cycle. In a nutshell it reflects the interaction between customers and businesses in modern times. Age old strategies of CRM, brand management have now been replaced with CVM, TCVM, CVA, EVA and other relevant business techno terms.
Chapter one discusses CVM where customers are celebrated as chief pioneer or instigators driving the market , the product and the services allied to products. Customer excellence has been regarded as the core theme of transformational process taking place in the organization. Three key aspects as of customers, of employees and owners are to be handled in corresponding actions in business. The company or brand must perform actions and take steps which may probably enhance its image and quality in the eyes of customers, employees, managers. The brand must separate necessary and relevant (truly important) tasks from unnecessary and irrelevant work and follow this procedure in all business processes. Customer value as a result of the action should be more than what existed before the task had been undertaken.
He also enlists different tasks into categories such as CVA, BVA , EVA, and NVA. CVA deals with customer expectation where as BVA deals with business requirements. EVA is related with employee requirements...