Predicting Customer Potential Value: An Application to 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.

• View at Publisher
• View at Scopus
• View at Web of Science