Article ID: | iaor20021773 |
Country: | Netherlands |
Volume: | 32 |
Issue: | 2 |
Start Page Number: | 189 |
End Page Number: | 199 |
Publication Date: | Dec 2001 |
Journal: | Decision Support Systems |
Authors: | Verhoef Peter C., Donkers Bas |
Keywords: | insurance |
For effective Customer Relationship Management, is it essential to have information on the potential value of customers. Based on the interplay between potential value and realized value, managers can devise customer specific strategies. In this article, we introduce a model for predicting the potential value of a current customer. Furthermore, we discuss and apply different modeling strategies for predicting this potential value.