价值管理.docVIP

Value management：Predicting the customer’s future 30-Mar-2009 By Nick Evans, Jaywing DMG How can you predict the potential value a customer has and use that knowledge to improve marketing efficiency and the customer experience? Nick Evans looks into the future of value management. Many people would give their right arm to posses the ability to see into the future, especially as the world economy is in such a precarious position. Wishful thinking perhaps, but what might surprise many is that predicting customer value can in fact be an obtainable and reliable working practice - without the need for supernatural divination. If a brand is able to look at each customer in turn and predict the potential value that customer could deliver over the course of their shared relationship, it can apply this knowledge and vastly improve the efficiency of its marketing and communications activity, as well as vastly improving the customers experience of the brand. Everything from customer acquisition to retention strategies can be refined by using the proposed value of each customer as a gauge for investment in the relationship. By taking a view on each customers predicted value, the brand can refine its offer to each individual or even choose not to solicit certain groups if the value they offer is not a worthwhile prize. Value management starts with the development of a dynamic model which combines relevant and available factors such as risk, cost, revenue and attrition, in order to derive a perceived value for each individual consumer. When a brand first embarks on developing its value model, these factors may be crude but what is most important is that they are all explicitly recognised as components in the value calculation. As the value is deployed as a management tool, is better understood and more data is collected on customers, the model can be further refined and complexity added. The bigger picture Many brands have attempted to predict individual components of value