Customer value

It is decisive for the success of a company to do business with economically "valuable" customers and to bind them to the company as well as to stay away from or to part with "inferior" or "worthless" customers. Only then will a company be able to hold its own in the face of tough competition in the long term.

The value of a customer (customer value) consists in his contribution to the achievement of the company's goals. The customer value is therefore the monetary value that a customer represents for the provider in question. The total value of a customer is made up of three parts:

The pagatonic value (earnings value) states how profitable or profitable the respective customer is for the company. This value results from the business transactions with the customer, ie from his purchasing and payment behavior. In practice, the pagatory customer value is the most important basis for the decision as to whether and in what form and intensity business relationships should be initiated with potential customers and maintained with regular customers.

The informational value of customers is that they represent a more or less good source of information that is of great importance for marketing policy. The customers deliver z. B. Suggestions for the improvement or development of products, they report on conditions, actions and reactions of the competitors and so on.

Der akquisitorische Wert von Kunden besteht darin, dass diese in unterschiedlichem Maße dazu neigen, ihre Erfahrungen mit Produkten und Anbietern an andere Nachfrager weiterzugeben. Dabei fungieren manche Kunden als Referenzgeber (Vorbild, Meinungsführer, Multiplikator, Frühaufnehmer, Market Maven). Referenzen stellen eine Form der direkten, verbalen Kommunikation zwischen einzelnen Personen dar. Dabei werden positive, neutrale oder negative Informationen über Anbieter und deren Leistungsangebote ausgetauscht, ohne dass kommerzielle Interessen im Vordergrund stehen. Durch die positive oder negative Word-of-mouth advertising der Referenzgeber wird die Anbahnung und Pflege von Geschäftsverbindungen mit anderen Kunden erleichtert bzw. erschwert.

The total value of a customer is the sum of the three partial values, which means that it should express the importance of the customer in question as a profit maker, informant and recommendation giver for the company. In doing so, low or negative earnings values of individual customers can be offset or overcompensated by informational and / or acquisition-related partial values. If the total value of a customer is zero or negative and is likely to remain in the foreseeable future, the company should separate from them or not establish a business relationship.

The quality of customers changes over time. The values of the individual customers should therefore be checked at certain time intervals to determine whether or to what extent they still correspond to the respective level of demands of the company (customer evaluation).

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Further explanations for the first letter "K"