Publication details
This post summarizes the peer-reviewed work cited below.
- Paper
- Türkiye’deki Şirketlerin Müşteri Yaşam Boyu Değeri Hesaplamaları İçin Bir Öneri
- Authors
- Emrah Sezer; Ahmet Erkan Çelik
- Presented at
- International Symposium on Advanced Engineering Technologies (ISADET 2), Kahramanmaraş, Türkiye, 16–18 June 2022
- Pages
- 166–167
- Presentation date
- June 16, 2022
- Full text (PDF)
Businesses need to measure the economic benefit they will gain from their customers in order to make marketing and investment decisions. To measure this benefit, customer lifetime value (CLV) calculations have been carried out for many years, and work continues on estimating this future benefit. Customer lifetime value expresses the net revenue a business will earn from a customer over the period in which it works with that customer.
These calculations, however, cannot be applied through a single standard method, for reasons such as structural differences between sectors and differences in the way services are delivered. In countries with inflationary economic conditions in particular, factors other than the annual interest rate also have to be taken into account in customer lifetime value calculations. In countries such as Türkiye, where inflation remains high, existing methods need to be updated.
This study addresses how customer lifetime value calculations can be adapted to sectoral differences and, alongside the existing models, proposes new approaches that minimize the effect of economic fluctuations on customer value calculations. The aim of the study is to enable companies to make more accurate decisions about making new investments, building sales and marketing strategies, and retaining existing customers, and to guide businesses in different sectors in their strategic planning.
