AN INDEPTH REVIEW OF TOOLS AND TECHNIQUES FOR CUSTOMER VALUE MANAGEMENT

📄 Project Abstract

Over time, it has become obvious that satisfying customers' needs must be a key element in strategy formulation, for differentiation and competitive advantage to be achieved, and sustained. Any customer-related initiative or interaction must differentiate customers to give insight into the value-creating potential of those customers. Nevertheless, at the strategy level, many companies remain focused on pushing out products rather than drawing in customers. If a company's strategic focus is to sell as many products as possible, customers will be overwhelmed by irrelevant marketing and sales offers, and their satisfaction will be lowered. This study objective is to find out the value of the customer to the company, and to analyze the various tools that a company can used to measure and manage the customers. The objective of this study range from evaluating the value of the customer toward higher profitability, how a company can migrate unprofitable customers and what motivate customers ...