Techonomics: How Businesses Gauge Your ‘Customer Lifetime Value’

(Photo via Wharton Magazine)

“What’s the value of brand? One of the questions with brand equity is, ‘Are customers coming to me because of my brand?’. What my co-author. Pete, and I tend to think is it’s the customers that are pushing and creating the brand equity,”


By Jason Middleton

We measure ourselves – value ourselves – in so many ways, right? Good deeds, being responsible, taking our vitamins, calling Mom … all of it.

But, marketers value us differently: as customers. And as the economy shifts from companies controlling supply to controlling demand, that quantitative number about each customer gains in traction and importance.

So the time is right for this week’s discussion about a new book: The Customer Centricity Playbook: Implement a Winning Strategy Driven by Customer Lifetime Value.’

The academic approach to customer lifetime value — or a CLV score — may sound a little clinical, and a little inside baseball for marketers, but we thought customers should have a crack at how marketers approach, attract and maintain customer engagement.

This week we host Sarah Toms. She’s the executive director of Wharton Interactive at the Wharton School of Business at the University of Pennsylvania.

 

Have great weeks, everybody.

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