Manage Your Customer Portfolio for Maximum Lifetime Value
How converting customers to closer relationships, leveraging them, and defending them can drive future revenue and lower costs.
The Research
- The study draws upon the authors’ applications of the customer portfolio management framework in companies and numerical analysis of customer portfolio lifetime value (CPLV).
- The CPLV analysis derives from a pro forma model that calculates future revenues less costs from different customer relationships under various market and company conditions.
Many companies have embraced the importance of creating closer, more valuable relationships with customers. But most do little to actively manage ...
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