Getting business at any cost will cost you.
Robert Kaplan, Harvard Business School professor and author of The Balanced Scorecard explains why “some companies lose sight of the ultimate objective: to make a profit from selling products and services. In their zeal to delight customers, these companies actually lose money with them. They become customer-obsessed rather than customer-focused. When the customer says 'jump,' they ask 'how high?' They offer additional product features and services to their customers, but fail to receive prices that cover the costs for these additional features and services."
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A BALANCED SCORECARD APPROACH TO MEASURE CUSTOMER PROFITABILITY
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