How's Your "Return on Listener" Investment Doing?

In their upcoming book, Return on Customer, Don Peppers and Martha Rogers, Ph.D., answer today's foremost business question: What's the right balance between current profit and long-term value? Excessive focus on the short term has led not only to a rash of business scandals, but also to a culture of bad management and poor corporate governance. Nevertheless, current profit is still important, and investing now to achieve long-term value is hard to reconcile with the need for immediate results.

Read more in Peppers & Rogers Group's "Return On Customer". Want to see more? Register now or Login to P&R's website.

The ROC metric for us = TSL. One more thought for you to ponder as you think about how a programmer can tabulate your 'response rate' from your listener customers: is your TSL trending up (satistaction with the product) or down? How are your exclusive cumes (loyalty) trending?

If you have any doubt about what drives those two metrics, let's talk.

As Peppers & Rogers postulate in their open letter to Wall Street that starts their new book, the underlying value of a radio company is trending downward no matter how good our financials look, unless their TSL and the exclusive cumes are at least 'flat' or, even better. trending upward.