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2014•Lomonosov Economics JournalRequires access

Customer Equity Evaluation

Yuriy Sozonov

Open publisher page 2 citations

Abstract

The article outlines the results of the research on application of customer equity evaluation methods. In the study customer equity of Russian B2B-company was evaluated on the basis of the following metrics: customer lifetime value (CLV), past customer value (PCV), integrated index of customer equity (RFM). The evaluation is complemented with practical recommendations on metrics application for customer equity maximization. On the basis of the conducted research, toolkit of customer equity evaluation is developed. It involves a set of metrics, indicators for evaluation and data sources. This toolkit could be potentially adapted and employed by Russian B2B-companies.

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What this paper is about

The article outlines the results of the research on application of customer equity evaluation methods. In the study customer equity of Russian B2B-company was evaluated on the basis of the following metrics: customer lifetime value (CLV), past customer value (PCV), integrated index of customer equity (RFM). The evaluation is complemented with practical recommendations on metrics application for customer equity maximization. On the basis of the conducted research, toolkit of customer equity evaluation is developed. It involves a set of metrics, indicators for evaluation and data sources. This toolkit could be potentially adapted and employed by Russian B2B-companies.

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OpenAlex reports 2 citations for this work. Citation counts describe recorded attention and do not establish research quality.

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Available abstract

The article outlines the results of the research on application of customer equity evaluation methods. In the study customer equity of Russian B2B-company was evaluated on the basis of the following metrics: customer lifetime value (CLV), past customer value (PCV), integrated index of customer equity (RFM). The evaluation is complemented with practical recommendations on metrics application for customer equity maximization. On the basis of the conducted research, toolkit of customer equity evaluation is developed. It involves a set of metrics, indicators for evaluation and data sources. This toolkit could be potentially adapted and employed by Russian B2B-companies.

Key concepts: Customer equity, Customer lifetime value, Equity (law), Business, Customer advocacy, Voice of the customer, Customer profitability, Customer retention

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