12.The metric that measures how well an enterprise is using customers to create short-term and long-term value is

return on customer

Explanation:

Return on customer refers to basically measuring customer loyalty and how much revenue returning customers generate to your business. Return on customer focuses on your company's CRM activities and how they affect future customer behavior. Are your CRM activities resulting in more frequent sales? A company spends money on their CRM activities, and this is a way to quantify if they are doing it correctly and if they are yielding positive results.  

Some people call this return on customer investment, since the ultimate goal is to determine if your investment in customer services is resulting in higher sales and higher profits.

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