Research Handbooks in Business and Management series
Edited by V. Kumar and Denish Shah
As seen in the previous chapters, customer equity (CE) brings acquisition, retention, and customer lifetime value (CLV) together under the same umbrella. While the definition and concept of customer equity more or less have common consensus, there is scope for fine-tuning and standardizing the measurement, implementing optimization strategies, and evolving the concept of CE in the era of big data, globalization, and the technologically charged times of the future, which will involve not only multiple marketing channels, but also a plethora of devices and platforms of access. This chapter sheds light upon the road ahead for the metric and management of CE, and the contextual relevance of the concept in the future to firms that are interested in maximizing the value their customers bring to the firm.
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