Predicting Customer Potential Value: an application in the insurance industry
For effective Customer Relationship Management (CRM), it is essential to have information on the potential value of customers. Based on the interplay between potential value and realized value, managers can devise customer specific strategies. In this article we introduce a model for predicting the potential value of a current customer. Furthermore, we discuss and apply different modeling strategies for predicting this potential value.
|Keywords||customer potential, customer relationship management, insurance industry, marketing models|
|Publisher||Erasmus Research Institute of Management (ERIM)|
Verhoef, P.C., & Donkers, B.. (2001). Predicting Customer Potential Value: an application in the insurance industry (No. ERS-2001-01-MKT). Erasmus Research Institute of Management (ERIM). Retrieved from http://hdl.handle.net/1765/67