Customer lifetime value
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This is a long-term marketing principle which looks at the value to the company of a customer over the whole time that they relate with the company. This includes knowing that although a customer may temporarily use another company's products/services, they can return.
One important consequence of a company taking the long-term view to heart and into action is that the customer tends to have better service and hence tends to be more loyal.
External Links
Article: "How Valuable Are Your Customers?" (http://www.advisor.com/Articles.nsf/aid/KINIE01)