Warianty tytułu
Lifetime Value of a Customer as an Attempt to Estimate a Consumer's Commercial Potential
Języki publikacji
Abstrakty
Wyrażenia "wartość czasu życia" (Lifetime Value) używają specjaliści od marketingu w celu podkreślenia korzyści wynikających ze zmiany z ukierunkowania na produkt na nastawienie na klienta. W pierwszej części pracy omówiono problem zarządzania relacjami z klientem - podejście Customer Relationship Management (CRM). W drugiej przedstawiono wartość życia klienta jako wartość długotrwałych relacji komercyjnych z konsumentami.
In this article, the author reviews solutions for calculating the time value of long-lasting business relations with customers (exhibiting the „lifetime value of a customer" (LTV) category as an amount of profit that an average customer of a given enterprises generates over the years during which a business relationship lasts, expressed in present value) and referring, inter alia, to the following issues: -expected duration of the business relationship, - defining the cost of obtaining a customer, - estimating the profit generated by the customer over time, - defining the value of accumulated profit as well as accumulated value of current profit, - difficulties in calculating the lifetime value of a customer. The author draws attention to changes in the prospects for conducting business operations, which govern the achievement of market success and which relate to the need to build lasting business relations with customers. The author characterises the strategy of re-organising business processes, the objective of which is to streamline contacts with customers through standardisation and automation of customer service, as well as increase the effectiveness of managing customer contacts - Customer Relationship Management. The author, in presenting his concept of customer relations management, indicates the benefits that a business may achieve from this approach. (original abstract)
Rocznik
Numer
Strony
197--209
Opis fizyczny
Twórcy
autor
Bibliografia
- Arnold В., Use Customer Lifetime Value for Direct Marketing Success, http://www.bizjournals.com/louisville/stories/2003/ll/17/smallb4.html?page=l.
- Customer Lifetime Value Modeling and Its Use for Customer Retention Planning, S. Rosset, E. Neumann, U. Eíck, N. Vatnik, Y. Idan, http://vvww-stat.stanford.edu/~saharon/ papers/ltv.pdf.
- Data Warehousing/Data Mining as Related to Customer Relationship Management, http://www.data-warehouse.eom/i knowledge/whitepapers/Maxim_1008.pdf.
- Davis S.M., Meyer Ch., Blur. The Speed of Change in the Connected Economy, Capstone Pubi., Oxford 1998.
- Infovide Sp. z O.O., Budowa CRM Analitycznego, http://www.infovide.pl.
- Novo J., Calculating Lifetime Value or Lifetime Customer Value, www.jimnovo.com.
- Pakiet programów do zarządzania relacjami z klientami, http://crm-centrum.com.pl/gfx/ rozwiazania/viking-crm/viking-crm.pdf.
- Peppers D., Rogers M., The One to One Future: Building Relationship One Customer at a Time, Peppers & Rogers Group, New York 1993.
- Rifkin J., Wiek dostępu, Wydawnictwo Dolnośląskie, Wrocław 2003.
- Statistics and Data Mining Techniques For Lifetime Value Modeling, D.R. Mani, J. Drew, A. Betz, P. Datta, Proceedings of KDD-99, Berghahn Book, New York 1999.
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000127673501