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4 years ago

Unlocking the Future: Putting a Dollar Value on Customer Relationships

SSRN Electronic Journal
Customer Lifetime Value
Phillip E. Pfeifer, Paul Farris

Paper Summary

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The article discusses how companies track customer relationships using metrics like Customer Profit (CP) and Customer Lifetime Value (CLV). CP measures past financial performance, while CLV looks ahead to estimate the future value of a customer. The goal is to put a dollar value on each customer relationship. This information helps firms understand the profitability of their customers and make decisions to improve long-term success.