Customer knowledge valuation model  based on customer lifecycle

Tomczyk, Przemysław

doi:10.18276/miz.2016.46-09

Cited by 3 publications

(3 citation statements)

References 11 publications

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“…Organizations are beginning to realize that different customers bring different economic value and are, therefore, moving away from product-centric or brandcentric marketing toward a customer-centric approach as the primary asset (Heidemann et al, 2013). Assessing the value of customers based solely on their transactions does not seem to be enough, and valuing this engagement correctly is crucial to avoid both undervaluing and overvaluing customers (Tomczyk, 2016). This context has led to the emergence of customer valuation theory, which can be defined as a mechanism for measuring the future value of each customer based on three aspects: (1) The contribution of the customer's direct economic value, expressed as a margin contribution or net profit.…”

Section: Work Proposalsmentioning

confidence: 99%

“…Global knowledge of customers helps create value for companies (Wu et al, 2013) if it is processed correctly because in some cases, it can become a value destroyer (Tomczyk, 2016). This contribution to value creation can be defined as CKV and must be captured and included in any model that aims to measure the customers' value (Kumar et al, 2010).…”

Section: Work Proposalsmentioning

confidence: 99%

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How to really quantify the economic value of customer information in corporate databases

Lamela-Orcasitas

García‐Madariaga

2023

Humanit Soc Sci Commun

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This paper presents a novel solution to evaluate the real impact of information and information technology (IT) in companies as fundamental tools to assess how valuable the company’s customers are. The focus is on the concept of information and knowledge as an asset with intrinsic economic value and a variable to consider in order to achieve effective customer management. It is dual research. On the one hand, it is an exploratory-conceptual type based on a review of the literature and, on the other hand, it is descriptive-quantitative through the application of an empirical case study. The proposed new customer relationship management (CRM) information value model (VICRM) offers significantly different results from other traditional models. Its main advantages include the possibility of carrying out new segmentations of customers and estimations of the company’s value. On the other hand, the model corrects some of the classic problems in customer evaluation models, such as their high dependence on the retention rate or being very regressive in the first years. The results of this research aim to serve any company whose business model is Business to Consumer (B2C) to calculate, in an effective way, the value of a large amount of information companies have about their customers.

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Section: Work Proposalsmentioning

confidence: 99%

Section: Work Proposalsmentioning

confidence: 99%

How to really quantify the economic value of customer information in corporate databases

Lamela-Orcasitas

García‐Madariaga

2023

Humanit Soc Sci Commun

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“…Therefore, according to the essence of the outside-in open innovation process, where both sides (customers and organizations) act and create value, it is important to understant the main source of innovation. This is customer knowledge, which is the combination of experience, value and insight information which is needed, created and absorbed during the transaction and exchange between the customers and organization (Gibbert et al, 2002;Tomczyk, 2016). However, the scope of collected customer knowledge is constantly growing, and this leads to various challenges for organizations.…”

Section: Open Innovation Processmentioning

confidence: 99%

Mechanisms of customer knowledge integration in the open innovation process: health-tech case

Jokubauskienė¹,

Vaitkienė

2019

MBE

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Purpose This paper aims to reveal the expression and specificity of customer knowledge integration in the open innovation process in the health-tech sector. Design/methodology/approach The collection method of data for this research is hermeneutic interview with top management or employees, which are directly responsible for innovation development in the organization. Only innovative organizations, which act in the health-tech sector and have high level of knowledge intensity, were selected. Interviews with ten organizations had reached saturation of data. Data coding and analysis was conducted by using MAXQDA 18. Findings The results showed that customer knowledge integration research mechanisms depend on different markets and open innovation process in the health-tech sector. Practical implications The results of research increase understanding and ability to integrate customer knowledge more effectively in the open innovation process in the organizations. Following it, organizations become more flexible and gain sustainable competitive advantage. Originality/value Open innovation development is intensive knowledge activity that requires continuous knowledge updating. The success of open innovation with customers requires effective utilization and adaptation of customer knowledge which is the result of customer knowledge integration in the open innovation process. Scientific literature identifies different mechanisms that help to integrate knowledge successfully. However, these mechanisms are common for all kinds of knowledge. Therefore, this research was focused on looking into the specificity of the context of customer knowledge because it is the most complicated kind of all knowledge.

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Review and Analysis of Selected Customer Value Measurement Methods

Kubacka

2020

SiM WZ UW

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The methods of measuring customer value are of constant interest. This area is widely described in the literature, but nevertheless somewhat generally. It is important to analyse the different methods comprehensively in the context of the customer and the company. The aim of this paper is to analyse the methods of measuring customer value most often presented in the literature, as well as to assess the possibility of their reliable application and to indicate the limitations resulting from the construction of models of their calculations. One very important goal is to constructively propose solutions to the problematic issues in the methods analysed. In order to achieve the objectives of the paper, methods of measuring customer value are presented. On this basis, the author has identified problematic elements that constitute guidelines for further research. A literature review and analysis of studies carried out with the use of the methods discussed is applied. The conclusions of this research indicate ambiguity in the methods of measuring customer value, their diversity and, most importantly, the inability to reliably determine certain components of the methodology, especially for customer lifetime value. The analysis presented constitutes a proposal for a comprehensive look at the issue of customer value assessment and an element of further scientific and empirical discussion. The originality of the research consists in presenting a proposal for quantification of non-financial measures, which are a component of the methodology of measuring customer value.

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Customer knowledge valuation model based on customer lifecycle

Cited by 3 publications

References 11 publications

How to really quantify the economic value of customer information in corporate databases

How to really quantify the economic value of customer information in corporate databases

Mechanisms of customer knowledge integration in the open innovation process: health-tech case

Review and Analysis of Selected Customer Value Measurement Methods

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