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Die Theorie – Customer Lifetime Value

In: B2B-Beziehungsmanagement

Author

Listed:
  • Enrico Maggi

Abstract

Zusammenfassung In diesem Kapitel wird zu Beginn eine alternative Betrachtung des Humankapitals als Innovationsmotor behandelt. Sie stellt eine wesentliche Grundlage für den Customer Lifetime Value (CLV) dar, der als zentrale Kennzahl zur Bewertung des ökonomischen Werts von Kundenbeziehungen über die gesamte Dauer dient. Im Fokus stehen folglich Definition, Zielsetzung und die wichtigsten Berechnungsansätze von einfachen Formeln bis zu analytischen Modellen, ebenso wie die typischen Vor- und Nachteile dieser Kennzahl.Der Net Promoter Score (NPS) ergänzt das Maß für Loyalität und Weiterempfehlungsbereitschaft und erläutert seine Rolle im Kontext von Kundenerlebnis und Bindung. In diesem Kapitel wird dargelegt, wie CLV und NPS praktisch zum Einsatz kommen und gemeinsam genutzt werden können, um Kundenwert und -zufriedenheit integriert zu steuern.

Suggested Citation

  • Enrico Maggi, 2026. "Die Theorie – Customer Lifetime Value," Springer Books, in: B2B-Beziehungsmanagement, chapter 4, pages 67-100, Springer.
    • Handle: RePEc:spr:sprchp:978-3-662-73040-9_4
    DOI: 10.1007/978-3-662-73040-9_4
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