Investir sur les clients : la clientèle comme élément d'actif à développer

Exposé Marketing & marques Marketing consommateur

Date de publication :

14/03/2009

Langue :

Anglais

Format :

.doc

Nombre de pages :

10 pages

Niveau :

expert

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Sommaire :

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Assess :How to measure customers
1. The basic: customer lifetime value
2. Advanced models
3. Challenges
Target: which customers will we focus on?
1. The individual point of view
2. The Portfolios point of view
Manage: how will we spend our budget to implement strategies in order to maximize the value of our customer base?
1. Higher and faster revenue
2. Optimized costs
3. Longer Relationship

Résumé :

Investment is the choice by the individual to risk his savings with the hope of gain.
Indeed, in the best cases, the acquisition of an asset is the consequence of the expectation of future flows of income that will exceed the initial cost of the acquisition.
Customer, as a current or potential source of income for the firm, is seen as the "raison d'être" of the supplier. Thus, investing in customers relationship seems to be one of the ways to distinguish from competitors and thus, to generate and maximize revenue. Those investments influence customers' perception, customers' satisfaction and customers' loyalty.
Considering customers as assets make investing in them particular in several ways. The definition of customers as "off-balance-sheet intangible assets" and as "the expected sum of discounted future earnings" (Gupta et al., 2004) trigger off various issues. First, they are intangible, unpredictable and consequently their own will constitutes a risky feature to the concerned firm. Instead of owning them, the firm can only use strategies to secure their loyalty. In other words, all strategies the firm may apply concerns only the relationship to the customer and not the customer itself.
According to Kumar & Morris (2007): customer is "intangible asset which needs to be measured, managed and maximised to optimise firm's performance".

To invest, you have first to assess the assets, then select the most profitable ones, and finally manage your assets. This investment strategy is a part of customer equity management, "the practice which seeks to maximise customer equity by managing the customer asset" (Kumar & Morris) in an optimal way.
Therefore, one can wonder to what extent can we assess, select, and manage customers as an asset. Which approaches fit the best to the specific asset that customer represents? To give an answer to this issue, we will start by seeing the ways to measure the value of customers, then by analysing some criteria in the context of selecting customers deserving the focus of interest and at the end how to optimise the value of our customer base.