文档介绍：标题:Measuring and managing customer value
原文:
Keywords: value, management , customer satisfaction , marketing
Abstract
Customer value management (CVM) aims to improve the productivity of marketing activity, and the profitability of business by identifying the value of different customer segments and aligning marketing strategies, plans and resourcing accordingly. There are plementary approaches to CVM. The first attempts to measure and evaluate the perceived value placed on goods/services by customers. This information is used as the basis of continuous review and improvement of those goods/ services. The second approach measures the value of specific customers, or customer segments, to anization and uses this to tailor marketing activity. Addressed together these approaches ensure that both sides of a business relationship gain added value. This paper explains the concept of CVM and key issues in using it to drive more effective marketing activity
Introduction
There are plementary approaches to measuring and exploiting customer value. The first seeks to identify the value’’ perceived by customers of anization’s goods and/or services. Where such value is better’’ or higher’’ than the perceived value petitors’ offerings, anization has the potential to eed in the marketplace. However, where customers place a higher value petitors’ offerings, anization needs to take some action to petitiveness.
The second approach is to measure the value that a customer (or a category of customer) brings into anization and use this as the basis of, for example, targeted marketing campaigns. This can work in two ways: using the knowledge of high value customers to offer them additional information or incentive to maintain their loyalty, or offering incentives to the lower value customers to try and move them into the high value category.
Customer satisfaction
Since we have (allegedly) been through a quality revolution’’, products and services delivered to customers should be of