• Select your website
  • EN

Customer Value Analysis

Various studies have indicated that it is costs five to ten times more to acquire new customers than to bind existing customers to the company by increasing their loyalty. Terms such as Customer Management, Relationship Marketing and Customer Loyalty are thereby appearing with increasing frequency in company strategies. An undifferentiated customer loyalty programme can, however, result in a company investing valuable resources in customers who primarily cause them costs.

Customer and customer sectors should therefore be managed primarily according to the profitability. In this way, the value of individual customers (Customer Lifetime Value) will be determined from the customer sectors or the complete customer base (Customer Equity).