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Customer loyalty, as many companies currently define it, is a flawed metric: It relies only on easy-to-grasp monetary data such as customers' spending habits and order values. Because most businesses focus on these quantitative measures to identify loyal customers, they too often identify only high-transaction customers as loyal ones. A Jupiter Executive Survey found that 63 percent of Web sites define their loyal customer segments-and the subsequent value they place on these relationships-by customers' spending habits and order values. However, customers tend to be loyal to merchants that win their trust over time via a series of positive events, and many satisfied and loyal customers whose spending is not in the high-dollar category can evade a company's radar screen altogether. To more accurately identify loyal customers, companies need to incorporate rich data that provide a broader view of who their customers are, such as behavioral and satisfaction data; just 13 percent of respondents to the survey said they use satisfaction data when identifying loyal customers [see Figure 13.10]. The incomplete approach to identifying loyal customers companies use currently alienates valuable but lower-spending clients who, through their recommendations to others, may provide a low-cost means of customer acquisition.

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For more in-depth analysis of various accounting packages, you may want to consult these professional organizations and manuals, some of which offer advice on purchasing software:

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color inkjet printers that weren t even considered within the consumer s price range even a few years earlier. Indeed the color inkjet printer is a product category that has experienced one of the most dramatic increases in functionality and drops in retail cost of any product ever invented. To respond to the digital photography threat, the major players in the photo industry banded together to introduce a film format called Advanced Photo System or APS (marketed as Advantix by Kodak). APS, which was supposed to provide a cartridge technology for film-based photographers to scan photos into computers easily, has essentially been a flop. Then, each player has introduced a succession of digital cameras, with mixed financial results. Kodak and Fuji now find themselves competing with companies like Sony in the camera market, which has increasingly become a consumer electronics category. The photo industry crisis, which has mugged a century-old line of business in about ten years, is a great example of how contemporary companies must deal with unprecedented and challenging change in short periods of time. Basically everyone has lost money on digital cameras. The local one-hour photo lab is an institution of the past in most areas. Polaroid went into bankruptcy and only recently emerged. Kodak and Fuji, two of the world s most respected brand names, struggle to find profitable, long-term lines of business. There are many examples of the type of rapid shift that I describe here. VCRs, DVD players, cell phones, Internet-connected PCs, and on and on. In some instances, company, and even industry life cycles follow this giddy course. Some product life cycles force a company into an incremental change in focus, while others may necessitate a complete change in direction and alliances.

OFDM symbols. The repeated OFDM symbol is coded to ensure a at power spectral density (without impulses because of repetition) for the transmitted signal. 12.2.6 Coding The MB-OFDM system uses convolutional error correction codes with rates of 1/3, 1/2 and 5/8 in different supported bit rates in order to mitigate distortion caused by the channel. All of these codes are generated from a systematic convolutional encoder with rate 1/3 shown in Figure 12.2. Other coding rates are derived from the rate R 1/3 convolutional code by employing puncturing. Puncturing is a procedure for omitting some of the encoded bits at the transmitter (thus reducing the number of transmitted bits and increasing the coding rate). Decoding is performed with the Viterbi algorithm at the receiver. For the punctured codes dummy zeros are inserted in place of the omitted bits before decoding. 12.2.7 Supported Bit Rates The MB-OFDM system supports bit rates of 53.3, 80, 106.7, 160, 200, 320, and 400 Mbps by changing the coding, frequency spreading, and time spreading rates as shown in Table 12.3. Other optional bit rates, for example 39.4 Mbps and

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