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Successful customer value management: key lessons and emerging trends

Verhoef, Peter C.; Lemon, Katherine N.
Journal article, Peer reviewed
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Verhoef_EMJ_2013.pdf (508.7Kb)
URI
http://hdl.handle.net/11250/93804
Date
2013
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  • Scientific articles [1722]
Original version
http://dx.doi.org/10.1016/j.emj.2012.08.001
Abstract
In the past decade, firms have paid increasing attention to customer value management (CVM). Through customer-centric management systems, firms aim to maximize customer value. In this article, we put forth six important lessons that firms can employ for successful CVM, integrating available research knowledge and best practices: (1) Use CVM to improve business performance; (2) ensure that CVM is more customer driven than IT driven; (3) adopt customer lifetime value as a core metric; (4) invest in strong analytical capabilities; (5) understand the key drivers of customer acquisition, customer retention, and customer expansion; and (6) manage channels to create customer value
Description
This is the authors’ accepted and refereed manuscript to the article
Publisher
Elsevier
Journal
European Management Journal

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