Linking Customer Assets to Financial Performance
John E. Hogan,Donald R. Lehmann,Maria Merino,Rajendra K. Srivastava,Jacquelyn S. Thomas,Peter C. Verhoef +5 more
TLDR
In this paper, the authors argue that the basic customer lifetime value (CLV) model represents a useful foundation from which to begin to fill the gap between marketing actions and shareholder value, but much work remains to be done before appropriate models can be developed that reflect the true value of a customer to the firm.Abstract:
As more firms adopt a customer asset management approach to their business, it has become increasingly important to understand how customer management efforts relate to the financial performance of the firm. Of specific interest to shareholders is the relationship between traditional financial measures and customer-centric measures. The customer-centric measure that has received the most attention is customer lifetime value (CLV). In this article, the authors argue that the basic CLV model represents a useful foundation from which to begin to fill the gap between marketing actions and shareholder value. However, much work remains to be done before appropriate models can be developed that reflect the true value of a customer to the firm. Specifically, this article elaborates on how factors such as risk associated with customer behavior dynamics, social and competitive effects, and the effect of the product life cycle can be incorporated into the basic CLV model.read more
Citations
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Journal ArticleDOI
Return on Marketing: Using Customer Equity to Focus Marketing Strategy
TL;DR: In this article, the authors present a unified strategic framework that enables competing marketing strategy options to be traded off on the basis of projected financial return, which is operationalized as the change in a firm's customer equity relative to the incremental expenditure necessary to produce the change.
Journal ArticleDOI
Measuring Marketing Productivity: Current Knowledge and Future Directions:
TL;DR: For too long, marketers have not been held accountable for showing how marketing expenditures add to shareholder value as mentioned in this paper, and this lack of accountability has undermined marketers' credibility, threatened the standing of the marketing function within the firm, and even threatened marketing's existence as a distinct capability.
Journal ArticleDOI
Customer Metrics and Their Impact on Financial Performance
Sunil Gupta,Valarie A. Zeithaml +1 more
TL;DR: The objective of this paper is to integrate existing knowledge and research about the impact of customer metrics on firms' financial performance to investigate both unobservable or perceptual customer metrics and observable or behavioral metrics.
Journal ArticleDOI
A customer lifetime value framework for customer selection and resource allocation strategy
Rajkumar Venkatesan,Vikas Kumar +1 more
TL;DR: In this article, the authors evaluate the usefulness of customer lifetime value (CLV) as a metric for customer selection and marketing resource allocation by developing a dynamic framework that enables managers to maintain or improve customer relationships proactively through marketing contacts across various channels and to maximize CLV simultaneously.
Journal ArticleDOI
Customer Satisfaction and Stock Prices: High Returns, Low Risk:
TL;DR: In this paper, the authors find that customer satisfaction, as measured by the American Customer Satisfaction Index (ACSI), is significantly related to market value of equity and that satisfied customers are economic assets with high returns/low risk.
References
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