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| Vrijednost životnog vijeka kupca× | Mapiranje korisničkog puta× | |
|---|---|---|
| Područje | Marketing | Marketing |
| Obitelj | Process / pipeline | Process / pipeline |
| Godina nastanka≠ | 1996 | 2000s |
| Tvorac≠ | Robert Blattberg and John Deighton | Adaptive Path and Service Design community |
| Vrsta≠ | Financial modeling methodology | Experience mapping methodology |
| Temeljni izvor≠ | Blattberg, R. C., Getz, G., & Thomas, J. S. (2001). Customer Equity: Building and Managing Relationships as Assets. Harvard Business School Press. ISBN: 978-0875847191 | Rosenbaum, M. S., Ostrom, A. L., & Kuntze, R. (2005). Tensions in Service Quality and Service Marketing: An Introduction. Journal of Services Marketing, 19(7), 422-428. link ↗ |
| Drugi nazivi | CLV, LTV, Customer Value | Journey Mapping, CJM, Experience Mapping |
| Srodne | 5 | 5 |
| Sažetak≠ | Customer Lifetime Value (CLV) is a financial metric that quantifies the total profit a company expects to generate from its relationship with a customer over the entire duration of that relationship. Developed through work by Blattberg, Getz, and Thomas in the 1990s-2000s, CLV integrates acquisition costs, purchase behavior, retention rates, and margin information to estimate the net present value of each customer. | Customer Journey Mapping is a service design methodology that visualizes the complete customer experience across all touchpoints and phases of a customer relationship, from awareness through advocacy. Developed through work in design and service management, journey mapping integrates behavioral data, customer emotions, pain points, and moments of truth to reveal opportunities for experience improvement and organizational alignment. |
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