| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 104 === Customers are always one of the most important part of a business, however we still stuck in the problem which is “satisfying customers” for a long time. It can lead company to a dangerous situation, satisfying customers without asking other question is very possible to raise service cost in a company. Before doing customer satisfying program, we need to ask some questions, like is these customers worth to invest such big money? How higher the customer satisfaction is enough? Do we have a better way to distinguish those customers?
So, there comes Customers Lifetime Value, and this concept was generally accepted by many organizations in US, like IBM and Bestbuy. And they use this to manage their customers. However, it''s not well accepted in Taiwan, usually because of business confidential of their own documents. But it is such a waste of so many data in those companies’ database.
That’s why this research focuses on how to transfer CLV model into a local business which provides water filtration industry for drinkable water in Taiwan. Its’ special business model let us can gather as much customer data as we need quickly. It make contrast with their every customers to maintain their profit. After calculate their CLV, we want to provide some strategy suggestions to this company.
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