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Fokussiertes Kundenportfoliomanagement im Retail Banking mit Customer Lifetime Value (CLV)

In: Customer Intelligence

Author

Listed:
  • Meik Führing

    (Commerz Business Consulting GmbH)

  • Michael Cleven

    (Commerzbank AG)

Abstract

Zusammenfassung In der heutigen dynamischen Finanzwelt stehen Banken vor der Herausforderung, ihre Kundenbeziehungen effizient (Kosten) zu gestalten und gleichzeitig den Wert ihrer Kunden (Erträge) über den gesamten Lebenszyklus zu maximieren. Das umfasst den Ausbau einer ganzheitlichen Kundenverbundsicht und die Stärkung der profitablen Kundenbeziehungen (Kundenbindung, Fighting Churn). Das Konzept des Customer Lifetime Value (CLV) bietet eine vielversprechende Lösung, um diese Ziele zu erreichen. Dieser Beitrag liefert ein konzeptionelles Framework (Ausgestaltung, Use Cases, Change Roadmap) zur Implementierung eines fokussierten Kundenportfoliomanagements im Retail Banking auf Basis des CLV.

Suggested Citation

  • Meik Führing & Michael Cleven, 2025. "Fokussiertes Kundenportfoliomanagement im Retail Banking mit Customer Lifetime Value (CLV)," Springer Books, in: Emanuel Bayer & Manuel Marini (ed.), Customer Intelligence, chapter 0, pages 49-80, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-48463-7_4
    DOI: 10.1007/978-3-658-48463-7_4
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