Customer Equity Driver ^TM

Customer Equity Driver Download the new Customer Equity Driver™ demo software plus two cases -- free-to-use for non-commercial and educational purposes. The companion to the award-winning book, Driving Customer Equity™, the demo version of this software is now available for download. This application and the two cases also included are excellent resources for teaching the practical uses of the customer equity approach. Authored by: Roland T. Rust, University of Maryland Valarie A. Zeithaml, University of North Carolina Katherine N. Lemon, Boston College

DOWNLOAD THE FREE COMPANION SOFTWARE CUSTOMER EQUITY DRIVER™ (DEMO VERSION) & CASES.

Technical Details (Journal Article)

*Rust, Roland T., Katherine N. Lemon and Valarie A. Zeithaml (2004), "Return on Marketing: Using Customer Equity to Focus Marketing Strategy," Journal of Marketing, 68 (1), 109-127.

* Robert D. Buzzell Best Paper Award, 2003, awarded for an earlier version of the paper, entitled, "Driving Customer Equity: Linking Customer Lifetime Value to Strategic Marketing Decisions." Previously known as the MSI Best Paper Award, the Buzzell Award is awarded by the Marketing Science Institute to honor papers that have made a significant contribution to marketing practice and thought. It also serves to signal the kind of writing and research that is of lasting value to corporate marketing executives.

ENDORSERS

"Customer equity is the key concept around which we have distinguished Harrah's Entertainment as a customer relationship driven company in a product centric industry. The ideas in this book have paid big dividends for us."
- Gary W. Loveman, Chief Operating Officer, Harrah's Entertainment, Inc.

"Rethink your brand management and investment strategies with an eye towards lifetime customer value and unlock the potential that your customers truly represent."
- David Shoenfeld, Senior VP, Worldwide Marketing, FedEx

"Puts the focus of strategic thinking back on the customer."
- David Findlay, CEO, DuPont Flooring Systems

"Read this book before your competitors do. It will help you get a handle on customer value and loyalty equity as must-know metrics in the new economy."
-Don Peppers & Martha Rogers
Partners, Peppers and Rogers Group
Authors of "Enterprise One to One" and "The One to One Manager"

"Driving Customer Equity is exciting to read-- business owners and managers in all industries can quickly apply these brilliant insights and practical examples to make key decisions to increase the value of their businesses."
- Lance Rosenzweig
CEO, PeopleSupport.com

ABSTRACT

If business success is based on customer relationships, then why is strategy still based on products? Driving Customer Equity shows how strategy and metrics based on Customer Equity- the total lifetime value of a firm's customers- can help a business make trade-offs between customer value, brand equity, and customer relationship management.

As business moves from transactions to relationships, the firm's emphasis moves from products to customers. For this reason, Customer Equity- the total lifetime value of a firm's customers- is becoming the key strategic focus in many leading firms.

Driving Customer Equity provides a new strategic framework that revels the key drivers - Value Equity, Brand Equity, and Relationship Equity- that increase the firm's Customer Equity. This new framework yields important insights that can help any business increase the value of its customer base. Based on a radical new model of customer lifetime value, Driving Customer Equity shows how to build and employ competitive metrics that reveal the firm's competitive standing on Customer Equity and its drivers. Based on those metrics, management can determine which drivers are most important in their industry, and can make efficient strategic tradeoffs between expenditures on those drivers. The Customer Equity framework also makes possible the projected financial return from marketing expenditures. Driving Customer Equity shows how increasing the firm's Value Equity, Brand Equity, and Relationship Equity can be accelerated using the internet. With concrete tools like Customer Pyramid, Driving Customer Equity will revolutionize the way companies manage their customer base and will change the way they think of corporate strategy. 

Download:

Download Customer Equity Driver™ software demo & cases from a CES server.  

Installation Instructions:
After downloading, unzip the file. You will need a zip/unzip program like WinZip to do this. To download a free copy of WinZip, click here:

Run setup.exe to start the installation procedure, then follow the instructions displayed on your screen.  Please note that the instructions included refer to the full proprietary version and not all functions are included in the demo version.

Also included in the download are two cases, in Word .doc format.