Customer portfolio management (CPM) for improved customer relationship management (CRM): Are your customers platinum, gold, silver, or bronze?

Ramendra Thakur and Letty Workman

Journal of Business Research, 2016, vol. 69, issue 10, 4095-4102

Abstract: This article uses the customer portfolio management (CPM) approach to examine how a company can define the value of customers and segment these customers into portfolios. By segmenting customers into portfolios, an organization can better understand the relative importance of each customer to the company's total profit. Such an understanding will help companies retain valuable customers create additional value with these customers through relationship development.

Keywords: Customer portfolio management; Portfolio parameters; Platinum customers; Gold customers; Silver customers; Bronze customers (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (16)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:10:p:4095-4102

DOI: 10.1016/j.jbusres.2016.03.042

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