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Customer Relationship & Segmention with the Customer Equity Process( Building and Managing Relationships as Valuable Assets)

I am interested in starting this discussion on Customer Centric Model & the Customer Equity Process.

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Permalink Reply by Bas van Oosterhout on October 26, 2009 at 12:43pm

Hi Karl,

Very interesting subject. Would be very happy to join!

Cheers, Bas

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Permalink Reply by Karl Burrow on October 28, 2009 at 12:07am

Bas,
Great... I will kick this off in within the next few day after I wind down on this latest initiative........

Basically this will highlight:

1. Value equity: What the customer assesses the value of the product or service provided by the company to be;
2. Brand equity: What the customer assesses the value of the brand is, above its objective value;
3. Retention equity: The tendency of the customer to stick with the brand even when it is priced higher than an otherwise equal product;

Moreover they key focus will be how Customer Equity, Customer/Client Perspective, are integrated(drill down)in the CRM process with relation to the BMG CANVAS... especially in the Empathy Map.

Hopefully this will stir up some interesting debate.

Thnks

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Permalink Reply by Nicky Smyth on October 29, 2009 at 2:41pm

Hi Bas/Karl,

I also would be interested to engage with a debate about this, particularly the use of empathy maps.

Kind regards

Nicky

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Permalink Reply by Liliana Hudescu on November 5, 2009 at 10:30pm

Very interested to join ...

Liliana

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Permalink Reply by Karl Burrow on November 8, 2009 at 11:46am

Thank for the interest.

I will kick this off this week with the first discussion points

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Permalink Reply by Karl Burrow on December 2, 2009 at 4:00am

Who is responsible for maximizing customer asset value? Secondly as part of the analysis the question is asked "Is the lifetime value of the customer calculated at the time of acquisition a determining factor is the strategy that should be used to manage the customer relationship? This can be a useful process in embedding in the Empathy Map to understand part of the customer perspective.

Would welcome any comments to start this..

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Permalink Reply by Bernd Nurnberger on December 2, 2009 at 3:44pm

For your first question, I would cautiously submit there is split responsibility for maximizing customer asset value.

1. the customer, by selection of supplier, articulating needs and wants and not taking bull for an answer.

2. the person or team who does this: Listen First - Sell Later (thanks, Bob Poole)

3. every one else in the value delivery chain to a varying degree. Especially those in direct contact with customer or in a position to shape the experience.

Thoughts?