During the November webcast we heard from Kevin Clancy, P.H.D., and co-founder of Copernicus. Kevin outlined a process that considers profit-related criteria such as retention potential, level of satisfaction with current brand, likelihood to try or usage of a competitor’s brand, and problem potential when assessing the value of current and prospective customers. He also explained the relationship between the magnitude of the problem a brand solves for a customer and market response in the form of sales and advocacy. Take a listen.
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