- Defines CLV.
- Links CLV to Shareholder Value.
- Discusses strategies for implementing CLV
- Presents approaches to determine:
- Which types of customers and future prospects to retain, grow, acquire, or win back (and which to not).
- How much to spent on the various micro-segments to retain, grow, acquire, and win back these customers.
- CLV helps distinguish?profitably?loyal customers in the customer pool.
- Success with managing through CLV lies in transforming a firm?s focus from product-centric to customer-centric marketing.