Customer Value

Customer Value is the instrument with which users can analyse and monitor the current value and the potential value of the customer base.

Customers can be segmented according to standard equity methods (e.g. definition of mass segments, affluent segments and private segments) and to behavioural standards, and the value can be monitored using asset, collection and cross-selling indicators.

Users can calculate the lifetime value and perform RFM analysis, as well as migration analysis, enabling them to monitor customers over time and assess the effectiveness of marketing actions and strategy guidelines.