Customer relationship management demands that you understand which customers create profits and those that destroy it. This paper explores how a CRM strategy that is coupled profitability measurements and predictive modelling can create sustained competitive advantage.
Historic profitability measures just don’t measure profitability - financial accounting systems fail the test. To be successful you must consider long term/life time value (LTV) and make informed assumptions about the customers’ tenure with your company. You must then couple this with your CURARE type plans to make it all happen.
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