Customer Portfolio Management

"Customer Portfolio Management" by Fred Selnes and Michael Johnson explores how businesses can maximize value by strategically managing a diverse range of customer relationships, from loyal, profitable clients to less committed ones that contribute to scale. The book offers a practical framework for segmenting customers, understanding their lifetime value, and making informed investment decisions in customer acquisition and relationship development. Through real-world examples from companies like Amazon and Apple, it provides insights into balancing short-term profitability with long-term growth across a customer portfolio.