Managing customer relationships based on lifetime value
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Beschrijving
Bol
The aim of this paper is to provide a brief overview of the most commonly used customer valuation methods. Both their advantages and their weaknesses are highlighted, in order to then analyse how the Customer Lifetime Value method can counteract these. The necessary prerequisites for its application within a company are outlined. Finally, recommendations for the application of customer value calculation using the Customer Lifetime Value method are derived, and further potential applications of this method are highlighted.
Beschrijving
(1)
The aim of this paper is to provide a brief overview of the most commonly used customer valuation methods. Both their advantages and their weaknesses are highlighted, in order to then analyse how the Customer Lifetime Value method can counteract these. The necessary prerequisites for its application within a company are outlined. Finally, recommendations for the application of customer value calculation using the Customer Lifetime Value method are derived, and further potential applications of this method are highlighted.
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