Performance Indicators in the Customer Relationship

Jeflea Victor ()
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Jeflea Victor: „Ovidius” University of Constanþa, Faculty of Economic Sciences

Ovidius University Annals, Economic Sciences Series, 2011, vol. XI, issue 1, 1090-1093

Abstract: In the early years of direct marketing, much of the growth in revenue took place through the acquisition of new customers. Today, however, markets are more saturated. New customers are gained mainly at the expense of competitors. This makes it more difficult and expensive to acquire new customers. To compensate, many companies are relying on their current customer base to generate the bulk of their profits. They are staying competitive by placing more emphasis on developing new products and services to offer to their existing customers. This not only affects the value of existing customers, but it changes the value of a potential customer or prospect. As a result, companies are willing to spend more to attract new customers by focusing on long range or lifetime value (CLV).

Keywords: CLV; cost; profit (search for similar items in EconPapers)
JEL-codes: C63 (search for similar items in EconPapers)
Date: 2011
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