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Customer Value Investment

Customer Value Investment
Formula for Sustained Business Success

First Edition
  • Gautam Mahajan - President, Customer Value Foundation, Inter-Link Services Private Limited, New Delhi

Other Titles in:
Relationship Marketing

June 2018 | 212 pages | SAGE Response
The Customer is the ultimate driver of a business. Customers buy products and services that give them more value and this value is what gives one company the winning edge over another.

Using the unique Customer-in-Center concept, this pathbreaking book explains how investing in Customer Value can increase the market share and profitability of a company. It shows companies how they can be driven by Customers and their needs, and how sustained business success can be achieved through Customer Value Investment.

In addition to clearly explaining key terms and basic concepts—insightfully illustrated with caselets, tables, graphs and key points in each chapter—the book explains how companies can:
- Move beyond Customer management and satisfaction to loyalty
- 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 Customer Conduits
- Understand competitive strategies and pre-empt competition
- Measure Customer capital
The Awakening
The Focusing
The Focusing
The Understanding
The Creating
The Encircling
The Comparison
The Strategizing
The Reckoning
The Implementing
The Concluding

Mahajan is CVM Inc’s associate in India. One of the finest consultants in the field, he has great ideas and practical advice and it’s all there in this book… The book tells us why CVM is important and its main focus is on its implementation. Through this book he shows us how a company transforms itself into a customer-centric organization and what are the benefits that accrue thereafter. Mahajan makes a strong case for CV investment by companies. He shows us how this special outlay can bring in sustained business success, generating a huge return on investment (ROI) and improving the value of the company for its stakeholders…A must-read for all business executives, the book works as a powerful and practical guide to make businesses of any size successful by truly placing customers at the centre of its business strategy. The book is extremely user friendly and easily readable.

Business India

The beauty of the book is that following its concepts benefit the company and its customers. It provides the tools for CVM that is analysing where we are, where we want to be and how to get there. And shows how, by using these tools and CVA for pricing and business decisions a company can develop the formula for sustained business success.

Business World

The book explains how investing in customer value can increase the market share and profitability of any company.


This book, written in an easy to read story format, will provide executives in all functional areas knowledge on how to institute a holistic approach to dealing with the customer and implement the concepts of customer value within their companies.

National Institute of Personnel Management

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