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Customer Relationship Management: A Database Approach - Class 6

Tài liệu tham khảo về quản lý mối quan hệ khách hàng (Tài liệu bằng tiếng Anh) | Customer Relationship Management: A Database Approach MARK 7397 Spring 2007 James D. Hess C.T. Bauer Professor of Marketing Science 375H Melcher Hall jhess@uh.edu 713 743-4175 Class 6 Werner Reinartz Computation of Customer Profitability Past Customer Value of a customer Where i = number representing the customer, r = applicable discount rate n = number of time periods prior to current period when purchase was made GCin = Gross Contribution of transaction of the ith customer in the nth time period Since products/services are bought at different points in time during the customer’s lifetime, all transactions have to be adjusted for the time value of money Limitations: Does not consider whether a customer is going to be active in the future. Also does not incorporate the expected cost of maintaining the customer in the future Past Customer Value Spending Pattern of a Customer The above customer is worth $302.01 in contribution margin, expressed in net present value in May dollars. By . | Customer Relationship Management: A Database Approach MARK 7397 Spring 2007 James D. Hess C.T. Bauer Professor of Marketing Science 375H Melcher Hall jhess@uh.edu 713 743-4175 Class 6 Werner Reinartz Computation of Customer Profitability Past Customer Value of a customer Where i = number representing the customer, r = applicable discount rate n = number of time periods prior to current period when purchase was made GCin = Gross Contribution of transaction of the ith customer in the nth time period Since products/services are bought at different points in time during the customer’s lifetime, all transactions have to be adjusted for the time value of money Limitations: Does not consider whether a customer is going to be active in the future. Also does not incorporate the expected cost of maintaining the customer in the future Past Customer Value Spending Pattern of a Customer The above customer is worth $302.01 in contribution margin, expressed in net present value in May dollars. By comparing this score among a set of customers a prioritization is arrived at for directing future marketing efforts Jan Feb March April May $ Amount 800 50 50 30 20 GC 240 15 15 9 6 302.01486 5 ) 0125 . 0 1 ( 240 4 ) 0125 . 0 1 ( 15 3 ) 0125 . 0 1 ( 15 2 ) 0125 . 0 1 ( 9 ) 0125 . 0 1 ( 6 Scoring Value Customer Past 0.3 Amount X Purchase (GC) Contribution Gross = + + + + + + + + + = ´ = Lifetime Value metrics (Net Present Value models) Multi-period evaluation of a customer’s value to the firm Recurring Revenues Recurring costs Contribution margin Lifetime of a customer Lifetime Profit Acquisition cost LTV Discount rate Calculation of Lifetime Value: Simple Definition where LTV = lifetime value of an individual customer in $, CM = contribution margin, = interest rate, Rr = retention rate, so Rrt=survival rate for t periods LTV is a measure of a single customer’s worth to the firm Used for pedagogical and conceptual purposes t T 1 t t 1 Rr CM LTV å = ÷ ø ö ç è æ d + = CM1 CM2 Rrt .