If a company could discover and nurture its most profitable customers, it ideally might be able to see actual cash flows for each relationship. "Converting Customer Value" shows companies how to manage its key customers so they are able to deliver higher and more resilient levels of profitability. The book discusses the widely misunderstood and misapplied concept of customer analysis, with practical examples and nonaccounting jargon. In addition, it provides a framework for the three main processes relating to customers: acquisition, retention, and development.