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Customer Value Controlling ¨C Combining Different Value Perspectives

Author

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  • Andreas Kramer
  • Thomas Burgartz

Abstract

The article begins by presenting a model for the structuring of customer data which can be used to demonstrate the value of data in different forms of aggregation. Since Customer Value plays a crucial role in this model the term is examined more closely. As part of a value-based customer relationship management critical parameters are customer benefits and customer profitability. Both perspectives are included in the term Customer Value. A segmentation approach is shown which integrates the key measures of customer relationship management: value generation from the customer perspective (¡°Value to the Customer¡±) and value generation from the company¡¯s perspective (¡°Value of the Customer¡±). The practical application of the method is demonstrated with typical cases concerning both, B2B as well as B2C markets.

Suggested Citation

  • Andreas Kramer & Thomas Burgartz, 2015. "Customer Value Controlling ¨C Combining Different Value Perspectives," Business and Management Studies, Redfame publishing, vol. 1(2), pages 11-19, September.
    • Handle: RePEc:rfa:bmsjnl:v:1:y:2015:i:2:p:11-19
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    File URL: http://redfame.com/journal/index.php/bms/article/view/814/879
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    File URL: http://redfame.com/journal/index.php/bms/article/view/814
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    Citations

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    Cited by:

    1. Andreas Krämer & Martin Jung & Thomas Burgartz, 2016. "A Small Step from Price Competition to Price War: Understanding Causes, Effects and Possible Countermeasures," International Business Research, Canadian Center of Science and Education, vol. 9(3), pages 1-13, March.

    More about this item

    Keywords

    customer orientation; decision making; three-layer model; value to the customer; value of the customer; value-to-value-segmentation;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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