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2020•Unpublished venueRequires access

Managing Customer Relationships Using Customer Lifetime Value and Customer Equity Metrics

Reetika Jain

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Abstract

The move towards a customer-centric approach to marketing, coupled with increasing availability of customer transaction data, has led to an interest in customer valuation concepts like Customer Profitability (CP), Customer Lifetime Value (CLV), and Customer Equity (CE). However, the customer profitability metrices are short-sighted, as they focus merely on the current profitability of current customers. In fact, they are the least powerful tool for customer valuation.

About this research paper

What this paper is about

The move towards a customer-centric approach to marketing, coupled with increasing availability of customer transaction data, has led to an interest in customer valuation concepts like Customer Profitability (CP), Customer Lifetime Value (CLV), and Customer Equity (CE). However, the customer profitability metrices are short-sighted, as they focus merely on the current profitability of current customers. In fact, they are the least powerful tool for customer valuation.

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OpenAlex reports 1 citations for this work. Citation counts describe recorded attention and do not establish research quality.

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Available abstract

The move towards a customer-centric approach to marketing, coupled with increasing availability of customer transaction data, has led to an interest in customer valuation concepts like Customer Profitability (CP), Customer Lifetime Value (CLV), and Customer Equity (CE). However, the customer profitability metrices are short-sighted, as they focus merely on the current profitability of current customers. In fact, they are the least powerful tool for customer valuation.

Key concepts: Customer equity, Customer lifetime value, Business, Customer value, Customer advocacy, Customer retention, Marketing, Equity (law)

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