Harvard Business Review

OCTOBER 23, 2014

Let’s look at the Americas Field Marketing organization for Cisco Systems, as an example of this three-step process. They had organized tradeshows, delivered direct marketing, generated leads, and provided useful customer insights – the basics of a successful marketing organization.

Team 9

Team Short-term Attrition Marketing 9

Harvard Business Review

SEPTEMBER 22, 2011

For instance, you can calculate the value of turning a detractor into a promoter, or use differences in attrition rates to assess the expected lifetime values of different customer groups. On the macro level, you can estimate the value of achieving customer loyalty leadership in terms of market share gains or revenue growth.

Incentives 11

Incentives Sample Customer Loyalty Metrics 11

Harvard Business Review

OCTOBER 18, 2012

Famously, five years ago, the company launched a competition to improve on the Cinematch algorithm it had developed over many years. Customer attrition. Such a list would be very valuable, given the costs of the marketing and inducements it would save. But still, it is 92% wrong.

Wireless 8

Wireless Film Advertising Attrition 8