Acquisition of High-Value Customers for Automotive Banks
It empowers a company to spend its limited marketing budget on the “right” prospective purchasers. This will à priori positively bias its customer portfolio.
The à priori evaluation enables the firm to segment the market. Each value segment can be addressed according to its supposed contributions to the firm: Low-value purchasers get a standardized treatment, while high-value accounts may enjoy special attention (e.g. face-to-face consultation). Thus, value orientation is the base for the “right” scope of customer orientation.
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