Customer value management should be understood as a managerial approach, in which customers are perceived as the company’s asset, the value of which may be measured and increased through organisation of the processes around customer relationships. The book seeks to answer the question how customer value to company (customer lifetime value) should be managed on the Internet, and more specifically, how to incorporate the Internet in the process of delivery of proposed value to customer in order to increase their lifetime value and thus increase the value of the company and generate value to the company’s shareholders and other stakeholders.
The main goal of this paper is to present the possibilities of Internet-based customer value management and a model describing this process. Problems of current state of knowledge of online customer needs and behaviours, associated with the first pillar, are not the main focus of the paper, for the author’s intention is to concentrate on the presentation of the concept in form of a model, and not to describe current tendencies, acquired data or prognoses. This approach stems from the stand taken by Shapiro and Varian in the monograph Information Rules: A Strategic Guide to the Network Economy, where the authors stress that they ‘seek models, not trends; concepts, not vocabulary; and analyses, not analogies’ (Shapiro & Varian 1998).
Compared to numerous publications on the use of the Internet in marketing, this book attempts rather at describing a managing approach to customer relationships than at presenting a particular tool of e-marketing. Moreover, the deliberations are not limited by branches or sectors – differences in the approach towards customer value management are perceived through the prism of different types of value exchange between the company and customers. The author believes that particular types of value exchange have a greater influence on the differentiation of actions associated with online customer value management than the type of market (B2C/B2B) on which the company operates.
Series: Management for Professionals
152 p. 9 illus., 2 illus. in color.