Client value management, customer value management and what is value?
I have been researching the concept of client value management (also known as customer value management). The idea has been around for a while, and is mentioned by lots of people as an evolution of CRM (customer relationship management). A number of marketing experts and consultancies discuss it as a business process but surprisingly it does not seem to be an established software category and few of the approaches have been implemented in software. Everyone has their own version of what CVM means. Some of the main distinct approaches are: maximising the value of a client over the lifetime of your relationship with them ( this report by BusinessObjects , and some research it cites from Bain and Company). This is approached by analysing value during acquisition, relationship management and retention. understanding customer value added and targeting your marketing and customer service improvements to where they achieve maximum benefit ( a consultancy called CVM from New Zealand ) finding ...