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Transcript of Customer Value
value? Background description Purpose Problem Formulation Delimitation Customer Profitability Revenues Manufacturing costs Costs to serve Customer-specific
overheads Advantages • Customer dependency •Balance between customer retention
and customer acquisition activities •Payback period to customers acquisition Limitations Historical data Profitability of unprofitable customers Financial value Customer Lifetime
Value Customer Equity Granularity Why Customer Lifetime Value...? •Acquisition
•Return on investment
•Single-customer profitability Customer Lifetime Value calculation Advantages & Limitations Four components of customer equity Advantages & Limitations Forecasting Data
Cross-selling Forecasting accuracy
Potential calculations Relational Value Theory Applicability Conclusion Total value of Customer Relationship Learning goals Time for discussion... Improvements...? Was it useful...? ...??? Starting point