Identifying and Managing Valuable Prospects

A high percentage of customers quit their relationship with a firm each year. Therefore companies constantly must acquire new customers and characterize valuable customers to avoid acquiring customers, constantly switching their relationship with a firm in response to competitive offerings. Certain models to assess the customer life value (CLV), the discounted difference between a customer’s revenue and sales costs, are available. However these models have certain limitations, for example ignoring acquisition. This paper investigates the importance of the acquisition phase for the CLV and sets up propositions related to CLV.



Citation:

Steffen Zorn and Jamie Murphy (2009) ,"Identifying and Managing Valuable Prospects", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 62-63.

Authors

Steffen Zorn, University of Western Australia, Australia
Jamie Murphy, University of Western Australia, Australia



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009



Share Proceeding

Featured papers

See More

Featured

When products become autonomous: Drawbacks of a perceived lack of control and how to resolve it

Moritz Joerling, RWTH Aachen University
Robert Böhm, RWTH Aachen University
Stefanie Paluch, RWTH Aachen University

Read More

Featured

The Trusted Influencer: How They Do It and How Brands Can Benefit

Gillian Brooks, Oxford University, UK
Mikolaj Piskorski, IMD

Read More

Featured

G12. The Effect of (Non-)appetizing Ambient Scents on Consumers’ Affinity Toward Vices and Virtues in the Retail Environment

Corinne M Kelley, Florida State University
Anders Gustafsson, Karlstad University
Poja Shams, Karlstad University
Martin Mende, Florida State University
Maura Scott, Florida State University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.