Customer Value Controlling ¨C Combining Different Value Perspectives

Andreas Kramer and Thomas Burgartz

Business and Management Studies, 2015, vol. 1, issue 2, 11-19

Abstract: The article begins by presenting a model for the structuring of customer data which can be used to demonstrate the value of data in different forms of aggregation. Since Customer Value plays a crucial role in this model the term is examined more closely. As part of a value-based customer relationship management critical parameters are customer benefits and customer profitability. Both perspectives are included in the term Customer Value. A segmentation approach is shown which integrates the key measures of customer relationship management: value generation from the customer perspective (¡°Value to the Customer¡±) and value generation from the company¡¯s perspective (¡°Value of the Customer¡±). The practical application of the method is demonstrated with typical cases concerning both, B2B as well as B2C markets.

Keywords: customer orientation; decision making; three-layer model; value to the customer; value of the customer; value-to-value-segmentation (search for similar items in EconPapers)
Date: 2015
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