Vortrag: Linking Customer Journey to Customer Lifetime Value: Towards A More C...
Stammdaten
Titel: | Linking Customer Journey to Customer Lifetime Value: Towards A More Comprehensive Control of Customer Relationships |
Beschreibung: | Marketing has developed over time towards a comprehensive approach to relationship marketing and customer experience. Consequently, there has also been a common emphasis on the dual creation of firm and customer value since the late 1990s. Following the discussion and targeting an economic value added (EVA), the concept of the customer lifetime value (CLV) has emerged as one of the critical metrics to manage customer relationships and customer equity in many companies. Customer relationships are seen as the firm's assets; therefore, various models for the valuation of customer relationships have been developed to estimate their economic value added. However, still, the application of these models in companies is rare. In this paper, we try to contribute to the higher applicability of a customer valuation with a view on the emerging applications of customer journey mapping in recent years. Our approach is based on the principles of calculating an Economic Value Added and on the target-oriented modelling of costs and revenues – means residual incomes, not cash flows – during the customer relationship and integrating the concept of customer journey mapping. |
Schlagworte: | Controlling, Customer Valuation, Customer Journey |
Typ: | Angemeldeter Vortrag |
Homepage: | https://www.imeaconf.org |
Veranstaltung: | https://www.imeaconf.org (Berlin / Online) |
Datum: | 12.08.2023 |
Vortragsstatus: | stattgefunden (online) |
Beteiligte
Zuordnung
Organisation | Adresse | ||||
---|---|---|---|---|---|
Fakultät für Wirtschafts- und Rechtswissenschaften
Institut für Unternehmensführung Abteilung für Controlling und Strategische Unternehmensführung
|
AT - 9020 Klagenfurt |
Kategorisierung
Sachgebiete | |
Forschungscluster |
|
Vortragsfokus |
Klassifikationsraster der zugeordneten Organisationseinheiten:
|
TeilnehmerInnenkreis |
|
Publiziert? |
|
Arbeitsgruppen | Keine Arbeitsgruppe ausgewählt |
Kooperationen
Forschungsaktivitäten
(Achtung: Externe Aktivitäten werden im Suchergebnis nicht mitangezeigt)
Projekte |
|
Publikationen | |
Veranstaltungen | Keine verknüpften Veranstaltung vorhanden |
Vorträge | Keine verknüpften Vorträge vorhanden |