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Customer relationship management at PCDIGA: a critical examination of the after-sales business processes
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Resumo(s)
Customer-centric companies focus on sustaining relationships with customers in the long-term. For that purpose, it was pertinent to examine Customer Lifetime Value at the client of this Work Project – PCDIGA, a multi-channel retailer – and draw recommendations on the CLV model to be adopted by the company. Different iterations were tried, with a final model being recommended and applied to get insights on Customer Value at PCDIGA. Based on the insights, initiatives were suggested with the focus on increasing Customer Equity and differentiating customers based on their profitability.
Descrição
Palavras-chave
CRM Customer lifetime value Multi-channel retailler Return on customer