Sandy D. Jap

Customer Lifetime Value (CLV)

Readings

Get Out of Here, Newsweek

Where Money Doesn't Talk, Forbes

Companies and The Customers Who Hate Them, Harvard Business Review, June 2007

Optional Links

Do You Know Who Your Most Profitable Customers Are?, Business Week

A Business Week article chock-full of examples - if any of you are a Bank of America customer, you may be interested to know that Bank of America calculates its profits every month on each of its more than 75 million customers - have you contributed your fair share?

Customer Lifetime Value - Powerful Insights into a Company's Business and Activities, Booz, Allen and Hamilton

Key ideas and findings from Booz Allen and Hamilton's work with clients around the globe.

What are Your Customers Worth, Optimize, May 2002

An article highlighting how customer value can be used to guide marketing decisions and customer strategy.

Diversifying Your Customer Portfolio, Sloan Management Review, 2005

Customers are assets - so it makes sense to apply some fundamental portfolio management concepts from finance to customer portfolios.

Hedging Customers, Harvard Business Review, 2003

This HBR article applies some fundamental portfolio management concepts from finance to customer portfolios.

Using Lifetime Value in Business to Business Marketing, Arthur Hughes

An example of lifetime value analysis in a B2B context.

Lifetime Value or Return on Investment: Which is the Better Measure of Success?, Arthur Hughes

A discussion of differences between a short-term and a long-term view of customer investments.