2（课件）- 《客户关系管理（英文版）》同步教学（人民大学版）

Urvashi Makkar and Harinder Kumar Makkar: Customer Relationship Management Copyright © 2012, by Tata McGraw Hill Education Private Limited CRM Customer Relationship Management Urvashi Makkar Harinder Kumar Makkar Urvashi Makkar and Harinder Kumar Makkar: Customer Relationship Management Copyright © 2012, by Tata McGraw Hill Education Private Limited Chapter 2 Customer Life Cycle (CLC) and Customer Lifetime Value (CLV) Urvashi Makkar and Harinder Kumar Makkar: Customer Relationship Management Copyright © 2012, by Tata McGraw Hill Education Private Limited Introduction Learning Objectives Marketing Orientation Value Creation Customer Life Cycle Phases of CLC Customer Life Cycle Marketing Customer Lifetime Value (CLV) CLV Defined Applications of CLV Calculating CLV How to Improve CLV? Recap Chapter 2: Customer Life Cycle (CLC) and Customer Lifetime Value (CLV) Urvashi Makkar and Harinder Kumar Makkar: Customer Relationship Management Copyright © 2012, by Tata McGraw Hill Education Private Limited After going through this chapter, the students will be able to: Appreciate the importance of the concept of Marketing Orientation for building mutual reward system for the customers and the organizations Figure out the contribution of the concept of value creation for achieving customer focus Understand different phases of Customer Life Cycle and its implication in selecting appropriate marketing strategies Comprehend the concepts of Customer Life-Time Value (CLV) and its strategic importance Identify the methods of calculating CLV and the ways to improve it Learning Objectives Urvashi Makkar and Harinder Kumar Makkar: Customer Relationship Management Copyright © 2012, by Tata McGraw Hill Education Private Limited For increasing the effectiveness of Marketing Programs, it is important to know whom to communicate, when to communicate, what to communicate, how to communicate and properly time all the interactions with the customer. The answer to all these questions can be