Titlebook: Valuing Customer Engagement; Strategies to Measur V. Kumar Book 2024Latest edition The Editor(s) (if applicable) and The Author(s), under e

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How Much Are Your Customers Worth?, of a customer’s future purchase transactions with the cost incurred in serving them, thereby identifying ways to profitably engage with the customer. This chapter also presents CLV as a forward-looking metric, which is a significant improvement over backward-looking metrics such as recency–frequenc

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When Brand Value Meets Customer Value, for streamlining the monitoring of the overall performance of CBV. The seven steps are: (a) measuring CLV, (b) selection of customers, (c) measuring individual customers’ brand value, (d) linking CBV to CLV, (e) optimizing CBV and CLV, (f) developing appropriate branding strategies, and (g) reachin

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,What’s the Word Out There?,s an analytical approach for calculating Customer Referral Value (CRV) and explains how it incorporates the various concepts and usage of referral behavior. Further, this chapter also discusses how CLV aligns with CRV in identifying the value of customers and enhancing it through optimally designed

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Hey, Have You Heard About This?,fluence effect (CIE) and customer influence value (CIV) to help measure and quantify customer influence on others. Using these metrics, this chapter advances a seven-step framework that firms can use to create successful social media campaigns and discusses the implementation of this framework for a