The customer value is an economic view of customer lifetime. Not each customer is profitable for the enterprise. Each enterprise has a certain number of customers in its customer master, on whom more moneys on the relations care one spends, than at them one earns. A customer evaluation is to improve this condition in the context of the Customer Relationship management. Customers are estimated after their Potenzialen, which can be used by the enterprise.

For the determination of the customer value different procedures are used (see Geml/Lauer: The small marketing encyclopedia, 3. Aufl., Duesseldorf 2004):

• Customer Lifetime beginning, with which the of a customer in form of its present value is computed for the individual periods of the business relation
• To receive customer calculation of amount covered, with which proceeds and expenditure for each customer are mutually up-counted, in order the surplus per Kundenbeziehung
• ABC customer analysis, with which the customers are divided according to the Pareto rule. The 20% turnover-strongest customers are A-customers, the 20% turnover-weakest are C-customers, the remainder are B-customers
• Scoring model, with which all customer actions with positive and negative points provided are weighted and. The weighted point value is consulted for the customer organization
• Customer Portfolio, with which the customers are divided according to their Potenzialen in star customers, yield customers, question mark customers and taking along customers.

All these organizations have the goal of using a differentiated customer relations strategy in order to work against the customer treatment according to the watering can principle. From cost reasons received only the profitabelsten customers further a support and at unprofitable customers are gone back the costs.

See also: ARPU (AVERAGE revenue by user: average conversion per customer)

Articles in category "Customer value"

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• Customer Value, Inc.: Home
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