What tools are available for making predictions about future spending behavior? What kind of metrics should companies be using?Fader: It all comes down to the notion of customer lifetime value (CLV). We going to look at the flow of transactions, the size of transactions, other interactions that we had with each and every customer, and we going to make an educated guess about what we think that customer will be worth in the future. A lot of people look at this Nike Air Max For Women 2017
it is just a fair distribution, and it really does make sense. If you think about the principles or the metrics that are associated with customer value, one of the rubrics that we celebrate is the notion of RMF: recency, frequency [and] monetary value. Let reward customers on that basis. Nike Air Max Women 2015 White Someone who is flying infrequently, and just taking that occasional big flight and often not paying a lot for it, isn worth as much as someone who is taking a lot of short fights very often and, indeed, paying top dollar for them. It makes all the sense in the world, and it hard to make an argument to the contrary, other than sheer inertia. It is those consumers who get the upgrades, who get other kinds of benefits that the airline might offer, who are getting that special treatment. And again, that should be on the basis Nike Air Max For Womens 2015 Price
That how we want to be giving the rewards out. For the most part, the airlines have been very backwards looking. Let reward people based on what they have done, hoping that behavior is a mirror to the future. In some cases, it is. But, I think if we can look at people who are spending big dollars today, as opposed to those who took a few long flights with us, say, six months ago, I think it makes much more sense. And not only will the points be given out in a better manner, but also the benefits customers get will be distributed more appropriately, as well. customers deserve better treatment, and that should be determined on the basis of what they worth to the firm.
I think in the long run, it going to be good for the customers, for the right kinds of.
in the future.
of what the customer is worth. When I talking about worth, I not necessarily talking about past profitability; I talking about a projection of what we think this customer will be worth Nike Womens Air Max 90 Ultra Breathe
as rocket science; some people find it kind of creepy that we going to be basing our customer [service] strategies on a prediction of the future, as opposed to the certainty of the past. But, we seen a number of industries where the idea of using data, valuing customers and making tactical decisions on the basis of their projected future value makes a whole lot of sense. The airlines haven been very good about it. Again, it ironic that they put in place a lot of the tactics revenue management schemes, loyalty programs that enable this kind of management, but they just haven had either the analytic horsepower or the guts or the corporate culture that enables the use of CLV as much as other kinds of industries, like, say, financial services or telecommunications. [Delta new policy] is a step in the right direction.
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