Press Release
Clariom Announces the Launch of EquityMapTM: A Next Generation Solution for Maximizing Customer Equity
December 17, 2001
Sausalito, Calif.-December 17, 2001--Today, Clariom announced the launch of an exciting new research product: EquityMapTM. EquityMapTM is designed to measure the share of "customer equity" a firm has in the marketplace. This share value is quite different to market share and can, in fact, be viewed as a leading indicator of market share. If a firm's share of customer equity is lagging in relation to market share, this implies that the firm will likely lose market share in the future. Similarly, if share of customer equity is ahead of market share, this implies that the firm will at least retain its current market share, and most likely grow market share. EquityMapTM is designed specifically to help the firm "drive" customer equity by understanding the likely impacts and optimal strategies associated with manipulating drivers of customer equity for their firm (e.g., performance on service delivery, service and support responsiveness, etc.).
EquityMapTM builds on, and implements, the ground-breaking, widely published and innovative work and methods devised by Roland Rust of the University of Maryland, Valarie Zeithaml of the University of North Carolina and Katherine Lemon of Boston University. In their 2000 book entitled "Driving Customer Equity" published by Free Press, they provide sound theoretical and empirical arguments for: 1) Simultaneously studying the concepts of "brand equity", "relationship equity," and "value equity" under the single umbrella of "customer equity", and; 2) Simultaneously understanding the position of competition on these dimensions in relation to the firm's own performance. Amongst other things, it is this competitive position information that allows for the derivation of a "share".
From a methodological perspective, the implementation of customer equity management is not trivial. "Clariom's systematization of the customer equity measurement and management process in the EquityMapTM product is representative of Clariom's commitment to sourcing the best and most practical new management science and implementing it in a way that makes it accessible to any firm. We are excited to be offering this new service and expect that when firms begin to understand the impact of driving customer equity on the top-line, they'll be using EquityMapTM to make sure that the bottom-line is maximized as well," says Hopkins, Clariom's president.
Clariom is currently in the process of piloting EquityMapTM. If you would like to find out more about EquityMapTM please contact us.
About Clariom:
Clariom specializes in the design and execution of decision-oriented, full-service market research. Clariom tailors its solutions to the client's specific needs with a view to relevance in the decision process, high scientific standards, speed and value; subsequently delivering highly actionable decision-guidance. The Clariom solution enables the client to fully leverage valuable data assets; both new and pre-existing. Clariom is a privately held company headquartered in Sausalito, CA. More information is available on Clariom at http://clariom.com.
