mkt230_appendix_d - Appendix D Characteristic CRM Activity...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Characteristic CRM Activity Share of Customer Increase the percent of share of customer by sending direct mail, reward points or gift offers to the current customers Enhance customer satisfaction as much as possible. Establish discount program to increase customer loyalty. Lifetime Value of Customer Marketers calculate the amount of money which customers spend throughout their relationship with the firms. Lifetime value of customer is a benchmark for the marketers, it determines how much they will spend to retain customers. Estimate the profit which the firms expect to have with the customer in a long-term. Customer Equity Customer equity is intangible asset of the firms. Provide length of customer life circle to the marketers. Enhance marketer ability for making better decisions to increase shareholder wealth. Focusing on High-Value Customers Combine customer equity and lifetime value of customer to define the high-value customers. Separate the high value and low value
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 02/10/2010 for the course AAAA0LTUB1 MKT/230 taught by Professor Edwardmanns during the Spring '10 term at University of Phoenix.

Page1 / 3

mkt230_appendix_d - Appendix D Characteristic CRM Activity...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online