11

Creat|ng Customer Loya|ty and ketent|on

Customer ||fet|me va|ue ls Lhe value of Lhe enLlre
sLream of purchases LhaL Lhe cusLomer would
make over a llfeLlme of paLronage
Captur|ng Va|ue from Customers
12
row|ng Share of Customer
Share of customer ls Lhe porLlon of Lhe cusLomer's
purchaslng LhaL a company geLs ln lLs producL
caLegorles
Captur|ng Va|ue from Customers
13
u||d|ng Customer Lqu|ty
Customer equ|ty ls Lhe LoLal comblned cusLomer
llfeLlme values of all of Lhe company's
cusLomers
Captur|ng Va|ue from Customers
14
u||d|ng Customer Lqu|ty
- u||d|ng the r|ght re|at|onsh|ps w|th the r|ght
customers lnvolves LreaLlng cusLomers as asseLs
LhaL need Lo be managed and maxlmlzed
- ulfferenL Lypes of cusLomers requlre dlfferenL
relaLlonshlp managemenL sLraLegles
- 8ulld Lhe relaLlonshlp wlLh Lhe
cusLomers
Captur|ng Va|ue from Customers
Captur|ng Va|ue from Customers
u||d|ng the k|ght ke|at|onsh|ps w|th the k|ght Customers
9ro[ecLed loyalLy
Plgh
9roflLablllLy
Low
LongLerm
cusLomers
ShorLLerm
cusLomers
Cood flL beLween company's
offerlngs and cusLomer's
needs hlgh proflL poLenLlal
LlmlLed flL beLween
company's offerlngs and
cusLomer's needs low proflL
poLenLlal
LlLLle flL beLween company's
offerlngs and cusLomer's
needs lowesL proflL
poLenLlal
Cood flL beLween company's
offerlngs and cusLomer's
needs hlghesL proflL
poLenLlal
Strangers
Butterflies True Friends
Barnacles
16
9u|||ng |t A|| 1ogether