Customer Value Investment is still a new concept that highlights the importance of the customer as an asset, as a builder of business capital, and as a driver of a business. It means that customers buy products or choose those services that give them more value. This in turn helps companies to create more value for their stakeholders, thus leading to sustained business success. In short, Customer Value Investment enables companies to be driven by customers and their needs. Using the author's unique Customer in Center concept, this book explains why customer value is important and how companies can increase their market share and profitability by adding value to customers. In addition to explaining key terms and basic concepts illustrated with short caselets, tables, graphs and key points in each chapter, the book explains how companies can: " Move beyond customer management and customer satisfaction " Become market leaders and improve business results " Understand the value they provide to customers " Improve service quality and loyalty " Set up customer circles and build channels of customers " Understand competitive strategies and pre-empt competition " Measure customer capital