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Customer Value Maximization (CVM) is a real-time service model that, proponents say, goes beyond basic customer relationship management (CRM) capabilities, identifying and capturing maximum potential from prospects and existing customers. Proponents claim that a well-devised CVM program helps companies offer the right things to the right people at the right time. The CVM framework uses creative, technology, media and process along with robust measurement systems to help marketers maximize returns from their marketing investments. == Customer-centricity == * Customer interactions with brands have become more layered / complex due to electronic channels of communication – Digital, Mobile and Social-Internet. * Hyper competition and multiplicity of messages have severely impaired customer attention * Analytics and technology can be applied to address consumer behavior challenges * Marketing is forced to demonstrate accountability * Lack of human interaction with customers leads to inability to “close the sale” These factors have made it imperative for marketing organizations to find new mechanisms to generate value from each customer interaction. Customer Value Maximization shifts focus from managing products or marketing campaigns to managing the profitability of individual customers over the life of the relationship. While CVM may lead to better product offerings and more targeted campaigns, a customer value manager asks different questions compared to a traditional marketing manager. Instead of asking who will respond to a 10% off promotion, a customer value manager strives to understand who the customer is and what they can offer to increase the customer's lifetime value? The CVM framework evaluates current methods and effectiveness, makes changes where required, and sets up a measurement system that helps in evaluating effectiveness. The CVM framework operates as a continuous process in a closed loop. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Customer value maximization」の詳細全文を読む スポンサード リンク
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