Thoughts about relevant CRM metrics Posted by Tomi Heikkinen , Tuesday, August 11, 2009 at 10:09, in Labels: CRM, WOM

Best A-customers are not necessarily the ones who bring in most cash directly, but those who create most word-of-mouth and thus bring cash in indirectly. They are that way most profitable if new customers are profitable aswell. But how can we measure the amount of WOM generated by each customer? How can we compare the amount of WOM to acquired new business and its profitability thus identifying the indirect value of WOM? Can any causality be assessed easily? If yes, how will we help and encourage our customers to talk about us?