Introducing a Novel Model to Determine CLV
- سال انتشار: 1388
- محل انتشار: فصلنامه مدیریت فناوری اطلاعات، دوره: 1، شماره: 2
- کد COI اختصاصی: JR_JITM-1-2_003
- زبان مقاله: انگلیسی
- تعداد مشاهده: 220
نویسندگان
چکیده
Customer Relationship Management (CRM) is a productive tool for monitoring the customer and recognizing their characteristics, behaviors, and his/her requirements and anticipating his/her reactions in order to establish a long term and strong relation with customer. CRM is a business strategy selecting and managing the most valuable customer relationships. CRM includes different parts and dimensions that covers the whole stages of business from marketing to conclusion of contract, R&D, product/service design, sale and period after that. One of the important tools applied in CRM is Customer Lifetime Value (CLV). CLV allocates a quantitative value to each customer or a specific group and ranks them with this quantity. Different methods have been introduced to calculate this quantitative value. This paper tries to analyze all mentioned methods and presents the weakness and strength of each method. The most weakness of the typical method is not to concentrate on the future value of the customer. In order to rectify the weakness, in this paper an innovative model which combines two methods of RFM (which considers qualitative factors) and ROI (which considers financial factors) has been introduced. The validation of the model has been accomplished based upon real case study of one of the Iranian Insurance Companies.کلیدواژه ها
Customer Lifetime Value (CLV), Customer priority, Customer Relationship Management (CRM)اطلاعات بیشتر در مورد COI
COI مخفف عبارت CIVILICA Object Identifier به معنی شناسه سیویلیکا برای اسناد است. COI کدی است که مطابق محل انتشار، به مقالات کنفرانسها و ژورنالهای داخل کشور به هنگام نمایه سازی بر روی پایگاه استنادی سیویلیکا اختصاص می یابد.
کد COI به مفهوم کد ملی اسناد نمایه شده در سیویلیکا است و کدی یکتا و ثابت است و به همین دلیل همواره قابلیت استناد و پیگیری دارد.