FREE EVALUATION
Do you want an evaluation of your customer base which will identify which customers generate your profits and which offer the greatest future potential?
MBA DISSERTATION
My name is Ross Moran and I’m an Executive MBA student at Cass Business School in London. MEET ROSS at directorBAR / mobile, 10th May in London EC4: http://directorbar10may2011.eventbrite.com/
My MBA dissertation is on how the recency, frequency, monetary model (RFM: http://en.wikipedia.org/wiki/RFM) can help online retailers determine customer loyalty by investigating how consumers behave once they are online.
Customer lifetime value (CLV) is generally defined as the present value of all future profits obtained from a customer during their life. CLV allows us to differentiate between clusters of customers, from the most loyal to the least profitable. Generally, CLV is measured by the RFM (recency, frequency, monetary) model.
CUSTOMER LOYALTY
Linking the model with your marketing communications can improve your customer loyalty by identifying which clusters of customers need special targeted attention.
Your goal is always to convert your low spending casual customers into frequent customers who purchase high value goods.
TARGET & TIMELINES
The target partricipants are business to consumer online retailers: anything from clothes to holidays, from insurance to software.
Timelines: to contact the dissertation author as soon as possible.
CONTACT
If you are a retailer and would like to participate in the study please contact me on:
Email:
Ross.Moran.1 at cass.city.ac.uk
rossm2 at yahoo.co.uk
Mobile: 0774 809 1131
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