Estimating customer value under B2B environment using description and prediction models

Developing a proper program for customer evaluation is one of the most imminent tasks to implement CRM (Customer Relationship Management). Design of the Customer Value model is an important key to the customer evaluation program. This paper proposes two models for estimating Customer Value. The first one is a Description Model for Customer Value based on customer CSI (Customer Satisfaction Index) data. This model represents as quantitative numbers what customers feel from the company or the service. The second one is a Prediction Model which employs factor analysis and regression to predict customer value. This paper exploits the two models to evaluate Customer Value as well as for customer behavior prediction.