Customer
Capital
Customer assets are assets that are embedded in the
relationship with the organisation's customers, and enable the full utilisation
of their knowledge. The once common idea that customers are essentially one-time
targets, which can be forgotten once the sale is made, is irrelevant theses
days. Today most companies realize the importance of providing customers with
'total customer service'; even some, such as Debra M. Amidon (in press), are
talking about 'customer success,' which means that companies should collaborate
with their customers in a joint value creation process.
This capital component includes: customer loyalty, customer
knowledge, satisfaction level among customers, branding, and more. Market share
is, of course, part of this category. The number of clients a company has
becomes in the 'new economy' the most prominent measure in estimating the
market-value of the companies.