Customer Value: From ABC Analysis to Customer Lifetime Value (CLV)

Andreas Krämer, Thomas Burgartz and Christina Muzzu
Additional contact information
Andreas Krämer: exeo Strategic Consulting AG
Thomas Burgartz: University of Europe for Applied Sciences
Christina Muzzu: University of Europe for Applied Sciences

Chapter 7 in Customer Value-centered Management, 2025, pp 153-176 from Springer

Abstract: Summary Complex methods of calculating customer value, such as the Customer Lifetime Value (CLV), which are presented as the non-plus ultra in literature and science, have not yet become the standard tool in customer management in corporate practice. Models with a high degree of complexity are not always optimal in operational sales and marketing management. But even if the model approaches are simplified, it is important that company management, marketing, and sales managers ultimately receive clear instructions and decision support. It is crucial to decide on a customer value model that meets the needs of the company and is capable of providing targeted decision support. With a customer value model, it is also important to answer the question of whether there is a balance between cost and return. If taking all the aspects of the CLV approach into account is unrealistic for organizations, there are opportunities for simplification.

Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:fuobcp:978-3-031-90497-4_7

Ordering information: This item can be ordered from
http://www.springer.com/9783031904974

DOI: 10.1007/978-3-031-90497-4_7

Access Statistics for this chapter

More chapters in Future of Business and Finance from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().