Customer Value Controlling – Combining Different Value Perspectives

Andreas Krämer · Thomas Burgartz

17 citations0/0 files storedBusiness and Management Studies

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Customer churn and segmentation Customer Service Quality and Loyalty Corporate Governance and Management

Abstract

The article begins by presenting a model for the structuring of customer data which can be used to demonstrate the value of data in different forms of aggregation. Since Customer Value plays a crucial role in this model the term is examined more closely. As part of a value-based customer relationship management critical parameters are customer benefits and customer profitability. Both perspectives are included in the term Customer Value. A segmentation approach is shown which integrates the key measures of customer relationship management: value generation from the customer perspective (“Value to the Customer”) and value generation from the company’s perspective (“Value of the Customer”). The practical application of the method is demonstrated with typical cases concerning both, B2B as well as B2C markets.

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References

1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1997Customer value: The next source for competitive advantage 2003Return on Marketing: Using Customer Equity to Focus Marketing Strategy 2004A Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy 2011Steve Jobs 2003The Role of Firm Resources in Returns to Market Deployment 2005Understanding Customer Value in Business-to-Business Relationships 2010Customer segmentation in the telecommunications industry

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2016Technology and Disruption: How the New Customer Relationship Influences the Corporate Strategy 2015Robustness of Price Perception: How Strong are Anchoring, Left-Digit- and Framing-Effects when Promoting Sales Offers?2020The Strategic Value of Price Communication

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