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Customer relationship management field lab at Sport Lisboa e Benfica- examining customer lifetime value
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As part of the Customer Relationship Management Field Lab, this study aims to instruct SL Benfica on the best way to examine the customer lifetime value. Literature regarding customer centric strategies, customer relationship management, lifetime value calculation and applications in the sports industry are needed. A set of conclusions was performed based on the analysis of the current lifetime value calculations and the highest value members for the club. Recommendations were made based on the limitations of the existing model and therefore SL Benfica should incorporate churn analysis and Red Power revenues in the lifetime value model.
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Internationalisation Crm Management Benfica