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Customer Equity
- 1. Managing Customer Equity
- 2. You can download this presentation at: www.studyMarketing.org Visit www.studyMarketing.org for more presentations on Marketing, Strategy, Innovation, and Branding
- 3. Customer Equity Customer equity is defined as the total of the discounted lifetime value of all the firm’s customers In other words, a firm is only as good as its customers think it will be the next time they will do business with that firm.
- 4. Three Drivers of Customer Equity Value Equity Brand Equity Retention Equity
- 6. Value Equity
- 7. Value Equity is the customer's objective assessment of the utility of a brand, based on perceptions of what is given up for what is received.
- 9. Brand Equity
- 13. Retention Equity
- 17. If you think this presentation useful, please consider telling others about our site : www.studyMarketing.org Source of Reference: Roland Rust, Valarie Zeithaml, and Katherine Lemon , Driving Customer Equity : How Customer Lifetime Value is Reshaping Corporate Strategy, Free Press