Here are a number of topics we will look at:
- Customer profitability
analysis
- Customer portfolios
- Calculating
customer lifetime value
- Increasing
the value of the customer base
Objective of course:
Customer-centricity
sits at the very heart of marketing, with customer lifetime value (CLV)
arguably the most important metric that any business can measure in order to
understand their customers. CLV equips you with a much deeper understanding of
each customer’s entire relationship with your business. This is hugely powerful
as the insights derived can help your business to continually improve how they
acquire and retain customers, whilst ensuring that you are targeting your
efforts on the most profitable customer segments.
In this module,
we will explore how different customers and customer segments contribute to
businesses in varying ways; the basis of a customer profitability analysis and
the importance for a business to conduct this analysis; how to calculate CLV;
and enhancing the value of a customer base.
