Optimize Customer Value to Drive Shareholder Value
8:00-9:30am. The customer base represents a valuable asset to the firm. So, how do you manage the customer asset? First, you need to calculate the value of the asset and understand the return on the investment you are making in acquiring customers. Then, you must consider how to optimize the value of the customer asset, to ensure that you are making that asset work as hard as it can. In this talk, Ruth P. Stevens, visiting professor of marketing at HKUST, will explain how to calculate the value of your customers and the best strategies for customer value optimization.
You will learn: · Two methods for calculating customer lifetime value · How to measure ROI on the customer relationship · The maximum amount you can afford to pay to acquire a customer · A strategic framework for managing your customer asset
Group bookings available online for AmCham Members - bring up to 5 guests with one convenient registration! First 15-20 minutes is for networking Light breakfast included Hosted by the Communications & Marketing Committee
The American Chamber of Commerce in HK 1904 Bank of America Tower 12 Harcourt Road Central, Hong Kong