Measuring and managing customer value[外文翻译].docVIP

标题：Measuring and managing customer value 原文： Keywords: value, management , customer satisfaction , marketing Abstract Customer value management (CVM) aims to improve the productivity of marketing activity, and the profitability of business by identifying the value of different customer segments and aligning marketing strategies, plans and resourcing accordingly. There are two complementary approaches to CVM. The first attempts to measure and evaluate the perceived value placed on goods/services by customers. This information is used as the basis of continuous review and improvement of those goods/ services. The second approach measures the value of specific customers, or customer segments, to the organization and uses this to tailor marketing activity. Addressed together these approaches ensure that both sides of a business relationship gain added value. This paper explains the concept of CVM and key issues in using it to drive more effective marketing activity Introduction There are two complementary approaches to measuring and exploiting customer value. The first seeks to identify the value’’ perceived by customers of the organization’s goods and/or services. Where such value is better’’ or higher’’ than the perceived value of competitors’ offerings, the organization has the potential to succeed in the marketplace. However, where customers place a higher value on competitors’ offerings, the organization needs to take some action to maintain competitiveness. The second approach is to measure the value that a customer (or a category of customer) brings into the organization and use this as the basis of, for example, targeted marketing campaigns. This can work in two ways: using the knowledge of high value customers to offer them additional information or incentive to maintain their loyalty, or offering incentives to the lower value customers to try and move them into the high value category. Customer satisfaction Since we have (allegedly) been through a quality rev