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Vertriebssteuerung auf Basis des Customer Lifetime Value am Beispiel der Finanzdienstleistungsbranche


  • Hans Ulrich Buhl

    (Universität Augsburg, Kernkompetenzzentrum Finanz- & Informationsmanagement, Universitätsstraße 12, D-86159 Augsburg)

  • Jochen Dzienziol

    (Universität Augsburg, Kernkompetenzzentrum Finanz- & Informationsmanagement, Universitätsstraße 12, D-86159 Augsburg)

  • Julia Heidemann

    (Universität Augsburg, Kernkompetenzzentrum Finanz- & Informationsmanagement, Universitätsstraße 12, D-86159 Augsburg)


The goal of this study is to develop a recommendation for an incentive-compatible commission-system that rewards the value-based performance of the sales force in the financial services industry. The commission-system should ensure that every decision on customer-actions made by the sales force should be consistent with the key figure customer lifetime value (CLV) and thus with shareholder value. This study shows that both, the wide-spread and commonly used acquisition commission and the product- and time-specific participation commission can destroy value for the company and therefore can not be incentive-compatible. This study shows how well-known monetary incentive-systems from corporate planning and sales have to be combined in an innovative way with a CLV-oriented view to develop an appropriate, optimal commission-system.

Suggested Citation

  • Hans Ulrich Buhl & Jochen Dzienziol & Julia Heidemann, 2010. "Vertriebssteuerung auf Basis des Customer Lifetime Value am Beispiel der Finanzdienstleistungsbranche," Credit and Capital Markets, Credit and Capital Markets, vol. 43(4), pages 501-532.
  • Handle: RePEc:kuk:journl:v:43:y:2010:i:4:p:501-532

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    Cited by:

    1. Julia Heidemann & Marcus Kaiser & Mathias Klier & Florian Probst, 2012. "Customer lifetime value-based sales force control in the financial services industry— an incentive-compatible remuneration model," Metrika: International Journal for Theoretical and Applied Statistics, Springer, vol. 23(1), pages 27-51, September.

    More about this item

    JEL classification:

    • G20 - Financial Economics - - Financial Institutions and Services - - - General
    • M52 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Compensation and Compensation Methods and Their Effects


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