Undervalued or Overvalued Customers : Capturing Total Customer Engagement Value

@inproceedings{Kumar2010UndervaluedOO,
  title={Undervalued or Overvalued Customers : Capturing Total Customer Engagement Value},
  author={Vikas Kumar and Lerzan Aksoy and Bas Donkers and Rajkumar Venkatesan and Thorsten Wiesel and Sebastian Tillmanns},
  year={2010}
}
Customers can interact with and create value for firms in a variety of ways. This article proposes that assessing the value of customers based solely upon their transactions with a firm may not be sufficient, and valuing this engagement correctly is crucial in avoiding undervaluation and overvaluation of customers. We propose four components of a customer’s engagement value (CEV) with a firm. The first component is customer lifetime value (the customer’s purchase behavior), the second is… CONTINUE READING
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