Discussion   (50 points) Refer to Chapter 11:  Consider the concept of “Return on Customer” (ROC) as discussed in the chapter.   What kind of advantages and benefits are possible for a company adopting this objective?  How would it help a company balance the short-term and long-term goals of the company?  Explain how ROC is different from customer lifetime value LTV? .

1. Discussion
(50 points) Refer to Chapter 11: Consider the concept of
“Return on Customer” (ROC) as discussed in the chapter.
What kind of advantages and benefits are possible for a
company adopting this objective?
How would it help a company balance the short-term and long-
term goals of the company?
Explain how ROC is different from customer lifetime value
LTV?