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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)

Registered author(s):

    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.

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    Article provided by Credit and Capital Markets in its journal Kredit und Kapital.

    Volume (Year): 43 (2010)
    Issue (Month): 4 ()
    Pages: 501–532

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    Handle: RePEc:kuk:journl:v:43:y:2010:i:4:p:501-532
    Contact details of provider: Web page: http://www.credit-and-capital-markets.de/

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