Julkaisut
Henrich Nyman: Determining the Financial Value and Risk of Profitable Customers (12.02.2008)
The purpose of this paper is to determine the financial value and risk of profitable customers and customer cohorts in a retail banking setting. Furthermore, founded on portfolio theory a risk measurement, CLVβ, is proposed. This paper contributes to the marketing finance interface literature by using individual retention and margin figures and by integrating data from a customer survey with financial data. The most valuable 20 percent of customers in the customer base equal 50 percent of the total value and 48 percent of the proportion of risk. The higher expected value the higher spread within the customer cohort.
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