Business, Management and Accounting
4 years ago

Unlocking Customer Value: Why Customer Profitability Metrics Fall Short

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CRC Press eBooks
Managing Customer Relationships Using Customer Lifetime Value and Customer Equity Metrics
Reetika Jain

Paper Summary

The article discusses how businesses are shifting towards focusing on customers and using data to understand their value. Customer Profitability, Customer Lifetime Value, and Customer Equity are key metrics for this. However, only looking at current profits of customers is short-sighted. Customer Lifetime Value and Customer Equity are more powerful tools for valuing customers.

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