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Markey focuses on the aspects of valuing customers. Peter Drucker said that the true purpose of a business is to create and keep customers. Most managers understand this, but few behave as if they do. Under relentless earnings pressure, they often feel cornered, obliged to produce quick profits by compromising product quality, trimming services, imposing onerous fees, and otherwise shortchanging their customers. This short-termism erodes loyalty, reducing the value customers create for the firm. To help investors develop more-nuanced valuations, companies could disclose what it costs them to acquire and serve customers in various segments, and provide a breakdown of customer counts and revenue by cohort. The author also provides tips on managing customer value.