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My customers are better than yours! On Reporting Customer Equity

Author

Listed:
  • Wiesel Thorsten

    (Professor of Marketing, Department of Marketing, Faculty of Economics and Business, University of Groningen, PO Box 800, 9700 AV Groningen, Netherlands Tel: +31 50 363 8653)

  • Skiera Bernd

    (Professor of Marketing and Member of the Board of the E-Finance Lab, School of Business and Economics, Goethe-University Frankfurt, Grueneburgpark 1, 60323 Frankfurt, Germany Tel: +49-69-798-34649)

  • Villanueva Julián

    (Associate Professor of Marketing, IESE Business School, Ctra. Del Cerro del Águila 3, 28023 Madrid, Spain)

Abstract

Managers and investors need information about the performance and future prospects of a firm. If information is relevant in steering a business, it is also relevant for its investors’ investment decisions. Recent initiatives demand information that supplements and complements a firm’s financial statements to bridge the gap between financial statement capabilities and financial reporting objectives. Firms that aim to increase the value of their customer base should manage their business by future-oriented customer metrics. They should also report this information externally because it aligns customer management with corporate goals and investors’ perspectives. The authors propose a means to report customer equity that enables monitoring firms’ performance with respect to their customer assets. Furthermore, they develop a specific model for Netflix and apply it to quarterly reports that cover more than six years.

Suggested Citation

  • Wiesel Thorsten & Skiera Bernd & Villanueva Julián, 2010. "My customers are better than yours! On Reporting Customer Equity," GfK Marketing Intelligence Review, Sciendo, vol. 2(1), pages 42-53, May.
    • Handle: RePEc:vrs:gfkmir:v:2:y:2010:i:1:p:42-53:n:6
    DOI: 10.2478/gfkmir-2014-0070
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    Cited by:

    1. Pauwels, Koen H., 2018. "Modeling Dynamic Relations Among Marketing and Performance Metrics," Foundations and Trends(R) in Marketing, now publishers, vol. 11(4), pages 215-301, November.

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