Customer Equity Evaluation
Keyword(s):
The article outlines the results of the research on application of customer equity evaluation methods. In the study customer equity of Russian B2B-company was evaluated on the basis of the following metrics: customer lifetime value (CLV), past customer value (PCV), integrated index of customer equity (RFM). The evaluation is complemented with practical recommendations on metrics application for customer equity maximization. On the basis of the conducted research, toolkit of customer equity evaluation is developed. It involves a set of metrics, indicators for evaluation and data sources. This toolkit could be potentially adapted and employed by Russian B2B-companies.
2013 ◽
Vol 44
(4)
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pp. 47-64
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2014 ◽
pp. 565-573
2016 ◽
Vol 69
(9)
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pp. 3725-3730
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2014 ◽
2004 ◽
Vol 57
(6)
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pp. 679-680
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Keyword(s):
2009 ◽
Vol 7
(3)
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pp. 289-320
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2009 ◽
Vol 23
(3)
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pp. 276-278
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Keyword(s):
2001 ◽
Vol 18
(5)
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pp. 352-353