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Customer Value and Customer Selection

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Business Relationship Management and Marketing

Part of the book series: Springer Texts in Business and Economics ((STBE))

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Abstract

The fact that the establishment and cultivation of business relationships require substantial resources, raises the question whether those investments are compensated by the earnings achieved. To answer this question, it is necessary to determine the value of single customers and to make decisions on how to select and shape the relationship with them. The chapter thus presents and explains economic-quantitative and non-monetary criteria to determine customer value. Moreover, it discusses the multi-dimensional approaches used in this field like customer contribution margin, customer lifetime value, customer portfolios etc. Finally, it shows how such customer evaluation models can be applied and what the basic principles of customer value controlling are.

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Author information

Authors and Affiliations

  1. School of Business & Economics, Freie Universität Berlin, Berlin, Germany

    Michael Kleinaltenkamp

Authors
  1. Michael Kleinaltenkamp
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Correspondence to Michael Kleinaltenkamp .

Editor information

Editors and Affiliations

  1. Freie Universität Berlin, Berlin, Germany

    Michael Kleinaltenkamp

  2. European School of Management and Technology, Berlin, Germany

    Wulff Plinke

  3. Freie Universität Berlin, Berlin, Germany

    Ingmar Geiger

Appendix

Appendix

1.1 Exercises

  1. 1.

    State criteria that can be applied to determine customer value!

  2. 2.

    Explain the concept of revenue analysis and the classification of the customer base in A, B and C customers. Why does using the revenue analysis not seen sufficient? What should be taken into consideration with revenue analysis?

  3. 3.

    Explain the structure of calculation of the customer contribution margin. What can be problematic when compiling customer-specific costs?

  4. 4.

    What is the problem with calculation of the contribution margin when there are economies of scope on the revenue side?

  5. 5.

    Explain the concept of “pool calculation.” What are the advantages of “pool calculation”?

  6. 6.

    In which ways can the Customer Lifetime Value (CLV) be determined? How do they differ from one another?

  7. 7.

    Describe typical challenges faced when determining the CLV!

  8. 8.

    What are non-monetary parameters of customer value? Which manifestations of analysis of potential are there, and how do they differ from one another?

  9. 9.

    Describe the procedure for scoring-based customer analyses. What are the disadvantages of scoring-based customer analyses?

  10. 10.

    What is the difference between customer portfolios and scoring models? Explain the structure of a customer portfolio by giving an example. How can the independence of the dimensions be ensured?

  11. 11.

    What does customer value controlling mean, and into which phases is the customer’s potential for success divided?

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Kleinaltenkamp, M. (2015). Customer Value and Customer Selection. In: Kleinaltenkamp, M., Plinke, W., Geiger, I. (eds) Business Relationship Management and Marketing. Springer Texts in Business and Economics. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-43856-5_4

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