By Francis Wandera With the liberalisation of the Ugandan economy and the globalisation of firms, it’s becoming difficult for local businesses to keep and serve the same customers for a long. Today, many enterprises struggle to strike a balance between acquiring new customers and making the existing ones loyal to their products and services. To overcome this growing challenge and disruption from competition and start-ups across many industries, businesses need to recognise the essential role of Customer Value Management (CVM) in not only understanding their customers but also in driving a substantial customer base. According to Forbes, the ability to…
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