CRM Objectives Lifetime Value (LTV) • Refers to the net

present value of the potential revenue stream for any

particular customer over a # of years • Starts with current
purchase activity then extrapolates to include potential
additions from cross-selling, upgrades, total ownership,
etc. Customer Ownership • Attempts to “own” the lion
share of customer spending and/or “share of mind” in a
particular product category • Building brand equity,
maintaining vigilant customer contact, keeping current
with the market trends is critical • 5% points increase in
customer retention=20-125% increase in profit
PRIYA TAKKAR