200x200 (1)

What is Customer Equity (2).

In continuation of the previous post on Customer Equity.

The Maruti Suzuki story illustrates both the effectiveness and the limitations to cultivating customer equity. My first car was a Maruti 800 and later I graduated to Esteem; when I could afford it I purchased a Zen as my second car. It was at this stage that I decided to move out of the Maruti brand, because they could not give me a good experience of luxury. Perhaps, my experience as a customer aptly characterises the Maruti Suzuki story in India, doesn’t it?

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