An e3-Value Pattern for Valuing Customer Retention Initiatives

De Coster, Matthieu;Laurier, Wim;Poels, Geert
(2009) 4th International Workshop on Value Modeling and Business Ontologies — Location: Amsterdam (Pays-Bas) (21.December.2009)

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Authors
  • De Coster, MatthieuUniversité de Gand
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  • Laurier, Wimorcid-logoUSL-B
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  • Poels, GeertUniversité de Gand
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Abstract
Customer retention is often a profitable activity but its be- nefits are not always well-communicated to all stakeholders. Using the e3-value ontology we develop a model to facilitate a shared understan- ding about customer retention management services and actions. Such a model allows to visualize and calculate the economic impact of customer retention initiatives, and facilitates scenario analysis. Additionally, we generalize the model such that it can be applied for valuing other CRM activities than customer retention.
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De Coster, M., Laurier, W., & Poels, G. (2009). An e3-Value Pattern for Valuing Customer Retention Initiatives. 4th International Workshop on Value Modeling and Business Ontologies, Amsterdam (Pays-Bas). https://hdl.handle.net/2078.5/196003