相对于新客户而言,老客户的购买率较高,再加之对其较低的服务成本,因而更加体现出客户忠诚的价值所在。这一法则在影响企业获得客户和留住客户的种种决策中发挥着重要作用。 美国哥伦比亚商学院的萨尼尔·哥普塔(Sunil Gupta)和唐纳德·里奇蒙(Donald R Lehmann)在其《将客户视为资产》的论文中,阐述了一个全新的客户生命价值 (customer—life value)模 Relative to the new customers, the high purchase rate of the old customers, coupled with its lower cost of service, thus more reflects the value of customer loyalty. This rule plays an important role in decisions that influence how businesses get and retain customers. Sunil Gupta and Donald R Lehmann of the Columbia Business School in their thesis on “Think of Customers as Assets,” set out a whole new dimension of customer value -life value) mode