Tuscan Lifestyles Case, Customer Lifetime Value

Embed Size (px)

Citation preview

  • 7/23/2019 Tuscan Lifestyles Case, Customer Lifetime Value

    1/4

    Rp~ngo NLU

    7

    > B`n`fj`z :87:

    Grro= Mcgo J`nafgoEzcf= JP^ 279 ~rpb`or~Z`= G~~`~~iok Np~rcf`z Lie`rif` Uglp`

    [` gz` {ziriok rc ioeczf ycp ce cpz g~~`~~f`or ce Rp~ngo Lie`~ryl`~ np~rcf`z lie`rif` uglp`/[` dgu` ncobpnr`b `tr`o~iu` fgza`r z`~`gznd io czb`z rc kgio go pob`z~rgobiok ce rd` fc~r`ee`nriu` {gy~ rc gnwpiz` gob z`rgio g xzceirgjl`, lcygl np~rcf`z jg~`/ Rd` a`y wp`~rico {` ~`rcpr rc l`gzo i~ {d`rd`z g np~rcf`z~ ioirigl xpzndg~` gfcpor i~ g xz`binrcz ce rd`iz eprpz`xpzndg~`~/ ^x`nieinglly, {` ~`r cpr rc l`gzo {d`rd`z np~rcf`z~ {dc~` ioirigl xpzndg~` i~ kz`gr`zrdgo cz `wpgl rc "08 i~ fcz` uglpgjl` cu`z rd`iz lie`rif` rdgo g np~rcf`z {dc~` ioirigl xpzndg~`i~ l`~~ rdgo "08/ Jy go~{`ziok rdi~ fgio wp`~rico, Rp~ngo Lie`~ryl`~ ngo j` j`~r ioeczf`b ionz`griok eprpz` fgza`riok xlgo~ gob ngo rd`z`ecz` z`bpn` nc~r~/ [` ~`r cpr rc eiob rdc~` ~pj&i~~p`~ rdgr xlgy iorc Rp~ngo~ xzceirgjiliry gob rc ib`oriey crd`z ioeczfgrico ezcf rd` ng~`/

    Jg~`b cee ce cpz np~rcf`z lie`rif` uglp` nglnplgrico~, ir {cplb gxx`gz rdgr g np~rcf`z~ ioiriglxpzndg~` bc`~ io egnr xz`binr eprpz` j`dguicz/ Rd` gu`zgk` xpzndg~` ecz rdc~` {dc~` ioiriglxpzndg~`~ {`z` pob`z "08, z`fgio`b pob`z "08 io `u`zy co` ce rd` ~pj~`wp`or 0 y`gz~ ${d`ogbmp~r`b ecz bi~ncpor zgr`)/ Ecz rdc~` {ird ioirigl xpzndg~`~ cu`z "08, gu`zgk` xpzndg~`~z`fgio`b cu`z "08 io `u`zy co` ce rd` ~pj~`wp`or 0 y`gz~/

    G~ g z`~plr, ir {cplb fga` ~`o~` rdgr {` rz`gr rd`~` r{c kzcpx~ ce np~rcf`z~ biee`z`orly/ Rdi~ i~`~x`niglly ifxczrgor ecz Rp~ngo Lie`~ryl`~ j`ngp~` rd` pob`z "08 kzcpx egil~ rc xzcbpn` gxzceir gr goy xcior io rd`iz 0 y`gz np~rcf`z lie`rif`/ Npzz`orly rd` gnwpi~irico nc~r x`z np~rcf`z i~jy egz rd` ~iokl` jikk`~r nc~r/ ^ion` rd` gnwpi~irico nc~r i~ nglnplgr`b p~iok rd` z`~xco~` zgr`$:/>%), ir i~ ifxczrgor rc ecnp~ co k`rriok rd` j`~r np~rcf`z~ xc~~ijl`/ Rdi~ f`go~ jpyiok rd`fc~r ecnp~`b gob b`rgil`b li~r~ gob rgzk`riok rdc~` nco~pf`z~ rdgr {` j`li`u` fc~r lia`ly rc jpy/Rd` z`r`orico nc~r g~ g elgr "5 x`z y`gz $4 i~~p`~ gr "8/;0#i~~p`) i~ gl~c dikdly ifxzgnringl gobbgfgkiok rc rd` jcrrcf lio`/ G fcz` ecnp~`b gxxzcgnd, {d`z`jy np~rcf`z~ {ird b`nz`g~`b~x`obiok gz` ~`or l`~~ ngrglckp`~ x`z y`gz {cplb {cza rc cee~`r lc~~`~/

    Rd` a`y wp`~ricoi~ {d`rd`z g np~rcf`z~ ioirigl xpzndg~` gfcpor i~ g xz`binrcz ce rd`iz eprpz`xpzndg~`~/ ^x`nieinglly, {` ~`r cpr rc l`gzo {d`rd`z np~rcf`z~ {ird go ioirigl xpzndg~` kz`gr`zrdgo cz `wpgl rc "08 i~ fcz` uglpgjl` cu`z rd`iz lie`rif` rdgo g np~rcf`z {dc~` ioirigl xpzndg~`i~ l`~~ rdgo "08/ Jy go~{`ziok rdi~ fgio wp`~rico, Rp~ngo Lie`~ryl`~ ngo p~` rdi~ a`y ioeczfgricorc kpib` eprpz` fgza`riok xlgo~ gob rd`z`ecz`, z`bpn` nc~r~/ [` gl~c dcx`b rc eiob crd`z ~pj&i~~p`~ gob ib`oriey crd`z aiob~ ce ioeczfgrico ezcf rd` ng~`/

    Io czb`z rc gbbz`~~ rdi~ wp`~rico gob ir~ pob`zlyiok rcxin~, {` nglnplgr`b Rp~ngo~ npzz`ornp~rcf`z lie`rif` uglp`~/ Rd` nc~r x`z xzc~x`nriu` np~rcf`z ogf` $"8/78) glcok {ird rd` nc~r ce~`obiok g ngrglck $"8/;0) gfcpor~ rc "8/40 x`z ioirigl ngrglck ~`or/ Rp~ngo Lie`~ryl`~ dg~ gogjcu`&gu`zgk` z`~xco~` zgr` ce :/>%/ Gnwpi~irico nc~r~ {`z` nglnplgr`b jy biuibiok rd` rcrgl nc~rce go ioirigl ~`or ngrglckp` $8/40) jy rd` z`~xco~` zgr` $8/8:>), ecz g rcrgl x`z np~rcf`zgnwpi~irico nc~r ce ">5/95/ Rd` npzz`or xzceir fgzkio i~ 2: x`zn`or gob z`r`orico nc~r x`znp~rcf`z x`z y`gz ger`z ioirigl xpzndg~` i~ "5 $"8/;0#ngrglckp` - 4 ngrglckp`~#y`gz)/ Kiu`o rd`

  • 7/23/2019 Tuscan Lifestyles Case, Customer Lifetime Value

    2/4

    Rp~ngo NLU

    :

    npzz`or xzceir fgzkio, gnwpi~irico nc~r~, gob z`r`orico nc~r~, rd` np~rcf`z lie`rif` uglp`~ gz`"7/27 ecz np~rcf`z~ {dc~` eiz~r xpzndg~` i~ kz`gr`z rdgo cz `wpgl rc "08 gob o`kgriu` ":8/97 eczrdc~` {ird ioirigl xpzndg~`~ pob`z "08/

    Eiobiok~

    @u`zy np~rcf`z nc~r~ rd` ~gf` gfcpor rc gnwpiz`/ Gr rdi~ rif`, `u`zy np~rcf`z i~ rz`gr`b rd` ~gf` io r`zf~ ce cokciok z`r`orico nc~r~,

    z`kgzbl`~~ ce xpzndg~` gfcpor~ cz ~il`or grrzirico/ Np~rcf`z~ {ird ioirigl xpzndg~`~ kz`gr`z rdgo cz `wpgl rc "08 dgu` g xc~iriu` npfplgriu`

    xzceir ger`z y`gz >/ Np~rcf`z~ {ird ioirigl xpzndg~`~ l`~~ rdgo "08 ~rill dgu` g o`kgriu` npfplgriu` xzceir

    ger`z y`gz 0/ Epzrd`zfcz`, bp` rc g nco~rgor z`r`orico zgr` gob ~r``x b`nlio`~ io ~pzuiuglzgr`, rd` lc~~`~ gz` kzc{iok ezcf y`gz : co{gzb~/

    Np~rcf`z~ {ird ioirigl xpzndg~`~ kz`gr`z rdgo cz `wpgl rc "08 dgu` xc~iriu` `tx`nr`bxzceir~ io `u`zy y`gz ionlpbiok ioirigl xpzndg~` $px rc y`gz 0), {d`z`g~ np~rcf`z~ {ird

    ioirigl xpzndg~`~ ce l`~~ rdgo "08 coly z`~plr io xc~iriu` `tx`nr`b xzceir~ io y`gz~ 7 gob :/ Np~rcf`z~ {ird ioirigl xpzndg~`~ ce "08 cz fcz` dgu` g dikd`z ~pzuiugl zgr` io `u`zy y`gz,

    g~ ncfxgz`b rc rdc~` np~rcf`z~ {ird ioirigl xpzndg~`~ rcrgliok l`~~ rdgo "08/ Np~rcf`z~ {ird ioirigl xpzndg~`~ ce l`~~ rdgo "08 dgu` ionz`g~iok fgzkio~ x`z xpzndg~`

    ger`z `u`zy y`gz/ Np~rcf`z~ {ird ioirigl xpzndg~`~ ce kz`gr`z rdgo cz `wpgl rc "08 dgu` b`nz`g~iok fgzkio~

    x`z xpzndg~` ger`z `gnd y`gz `tn`xr y`gz 2 rc 0/

    Rd` Jik Wp`~rico= Gnwpiziok gob z`rgioiok np~rcf`z~ io czb`z rc fgtifi}` xzceirgjiliry

    [` ~`r cpr rc b`r`zfio` {d`rd`z ioirigl xpzndg~` gfcpor ncplb j` p~`b rc xz`binr eprpz` xpzndg~`j`dguicz/ Cpz np~rcf`z lie`rif` uglp` nglnplgrico~ iobingr` rdgr g np~rcf`z~ ioirigl xpzndg~`bc`~ io egnr xz`binr eprpz` j`dguicz/ Rd` gu`zgk` xpzndg~` ecz np~rcf`z~ {ird ioirigl xpzndg~`~pob`z "08, z`fgio`b pob`z "08 io `u`zy co` ce rd` ~pj~`wp`or 0 y`gz~ ${d`o gnncporiok eczbi~ncpor zgr`)/ Rd` ~gf` i~ rzp` ecz rdc~` {ird ioirigl xpzndg~`~ cu`z "08&&rd`iz gu`zgk` xpzndg~`z`fgio`b cu`z "08 io `u`zy co` ce rd` ~pj~`wp`or 0 y`gz~/

    G~ g z`~plr, Rp~ngo ~dcplb rz`gr rd` r{c kzcpx~ ce np~rcf`z~ biee`z`orly/ Rd` pob`z "08 kzcpxegil~ rc xzcbpn` g xzceir gr goy xcior io rd`iz 0 y`gz np~rcf`z lie`rif`/ Npzz`orly rd` gnwpi~iriconc~r x`z np~rcf`z i~ rd` jikk`~r nc~r/ Rd` gnwpi~irico nc~r i~ nglnplgr`b p~iok rd` z`~xco~` zgr`gob rd` nc~r ce go ioirigl ngrglckp`/ Jcrd egnrcz~ ngo j` gbmp~r`b io czb`z rc z`bpn` rd` gnwpi~iriconc~r/ Jpyiok fcz` ecnp~`b li~r~ ncplb ionz`g~` rd` z`~xco~` zgr`/ B`nz`g~iok rd` nc~r ce ioiriglngrglckp`~ {cplb gl~c z`bpn` rdi~ opfj`z/ Rd` z`r`orico nc~r g~ g elgr "5 x`z y`gz $4 i~~p`~ gr"8/;0#i~~p`) i~ gl~c dikdly ifxzgnringl gob bgfgkiok rc rd` jcrrcf lio`/ Np~rcf`z~ {irdb`nz`g~`b ~x`obiok ~dcplb j` ~`or l`~~ ngrglckp`~ x`z y`gz io czb`z rc z`bpn` poo`n`~~gzyz`r`orico nc~r~/

    Ir i~ u`zy xzgnringl rc rz`gr np~rcf`z~ biee`z`orly jg~`b co rd`iz xg~r x`zeczfgon` czxzceirgjiliry/ ^x`obiok fco`y co np~rcf`z~ {dc gz` ocr ncoriopiok rc ~x`ob fco`y i~ lia`ly g{g~r`/ Ie g ncfxgoy ngo ib`oriey rd`~` b`gbj`gr np~rcf`z~ gob z`bpn` g~~cnigr`b nc~r~, ir ngo

  • 7/23/2019 Tuscan Lifestyles Case, Customer Lifetime Value

    3/4

    Rp~ngo NLU

    >

    gucib poo`n`~~gzy `tx`o~`~/ ^ion` Rp~ngo egn`~ ~il`or grrzirico, ir ngoocr j` n`zrgio rdgr goynp~rcf`z {ill ocr z`rpzo, ~c rd` bc{o~ib` i~ rdgr ir fgy j` jpzoiok jzibk`~/ ^cf` np~rcf`z~fgy j` px~`r rdgr rd`y gz` oc lcok`z z`n`iuiok ngrglckp`~ gob ~ion` Rp~ngo i~ g ngrglckp`&czb`zcoly jp~io`~~, rd`~` np~rcf`z~ {ill eiob ir bieeinplr rc jpy gkgio/

    Rp~ngo bc`~ dgu` g xzcjl`f {ird ~il`or grrzirico, jpr ir~ g xzcjl`f rdgr glfc~r `u`zy ncfxgoy iord` {czlb dg~/ Np~rcf`z~ u`zy zgz`ly r`ll g ncfxgoy rdgr rd`y gz` oc lcok`z g np~rcf`z, ~c rd`yngoocr aoc{ {d`o g n`zrgio np~rcf`z dg~ ~rcxx`b jpyiok ezcf rd`f ecz kccb, gob bcor aoc{rd`z`ecz`, {d`o ~x`obiok fco`y rc z`rgio n`zrgio np~rcf`z~ i~ epril`/ Rd`z` i~ g ~clprico rc rdi~/Rp~ngo o``b~ rc xpr io xlgn` g ~y~r`f rc npr bc{o co poo`n`~~gzy z`r`orico nc~r~/ Go `tgfxl`{cplb j` ecz rd`f rc b`r`zfio` {d`o g np~rcf`z dg~ ocr fgb` g xpzndg~` io rd` lg~r y`gz gob rcb`nz`g~` rd` opfj`z ce ngrglckp`~ ~`or rc rd`f rc 2 x`z y`gz, io~r`gb ce 4/ Rd` z`r`orico nc~r{cplb rd`z`ecz` j` z`bpn`b rc ">/ Rd`o ger`z rd` ~`ncob y`gz io g zc{ {irdcpr g xpzndg~`,x`zdgx~ rd`y coly ~`ob 7 cz :, gob rd`o oco` ger`z g kiu`o gfcpor ce rif` {irdcpr np~rcf`zz`~xco~`/ Rdi~ {cplb ionz`g~` rd` xzceir, jpr g nco~ib`zgrico i~ rdgr rdi~ ~rzgr`ky fgy gl~co`kgriu`ly gee`nr rd` ~pzuiugl zgr`/ G z`gl lie` r`~r ce rdi~ {cplb j` rd` coly {gy rc b`r`zfio` rd`

    `ee`nr~ co xzceir/ Rd` xcior i~ rc ~lc{ rd` gllcrf`or ce z`~cpzn`~ rc g np~rcf`z rdgr i~ oco&z`~xco~iu` {irdcpr fgaiok rd`f e``l rdgr rd`y gz` j`iok eczkcrr`o gjcpr/ Ger`z gll, rd`y fgyb`~iz` rc jpy gkgio io rd` eprpz` gob gxxz`nigr` rdgr rd` ngrglckp`~ bib ocr ~rcx b`gb, cz rd`y fgyo`u`z {gor rc ~`` ycpz ngrglckp` gkgio gob gxxz`nigr` rdgr ir ~lc{~ rc g ~rcx/

    [` z`ncff`ob Rp~ngo Lie`~ryl`~ z``uglpgr` rd` np~rcf`z li~r~ rdgr ir i~ jpyiok, gob grr`fxr rcgrrgio g dikd`z wpgliry li~r/ [` z`gli}` rdi~ fgy ionz`g~` rd` nc~r ce g ogf` dc{`u`z rdi~ {ill d`lxionz`g~` rd` ~pzuiugl zgr`~/ Gr rdi~ rif`, Rp~ngo p~`~ g u`zy ecnp~`b rgzk`r b`fckzgxdin/ Rd`npzz`or li~r~ fgy gl~c j` rc ogzzc{ gob rcc ~x`niein ~c rdgr n`zrgio uglpgjl` nco~pf`z~ gz` ocrj`iok rgzk`r`b/ Ir fgy j` uglpgjl` rc `txlcz` crd`z, xcr`origlly fcz` xzceirgjl`, b`fckzgxdin~/ Irfgy j` g fgrr`z ce `txlcziok rd` b`fckzgxdin biee`z`on`~ j`r{``o xzceirgjl` gob poxzceirgjl`np~rcf`z~/ Rd` nprcee xcior rc biuib` np~rcf`z~ i~ rdc~` {dc xlgn` ioirigl czb`z~ ce l`~~ rdgo "08io rd`iz gob rdc~` {dc xlgn` ioirigl xpzndg~`~ ce kz`gr`z rdgo cz `wpgl rc "08/ Rdc~` {dc gz`lia`ly rc j` l`~~ xzceirgjl` ncplb j` rgzk`r`b {ird l`~~ `tx`o~iu` ngrglckp`~ io czb`z rc z`bpn`g~~cnigr`b nc~r~/ @fgil li~r~ fgy gl~c j` g lc{ nc~r {gy rc rgzk`r l`~~ xzceirgjl` np~rcf`z~/

    Z`ncff`obgrico~

    [` z`ncff`ob rdgr Rp~ngo Lie`~ryl`~ z`or fcz` ecnp~`b np~rcf`z li~r~ jg~`b co epzrd`zgogly~i~ ce rd` nco~pf`z~ {dc z`~xcob {ird xpzndg~`/ [` z`ncff`ob rdi~ j`ngp~` cerd` lc~~`~ iouclu`b io np~rcf`z~ {ird ioirigl xpzndg~`~ pob`z "08 gob rd` fgzkiogl xzceir~ce rdc~` {ird ioirigl xpzndg~`~ gjcu` "08/ ^x`nieinglly, {` ~`` rd` dikd nc~r ce gnwpi~iricog~ g fgmcz nc~r io o``b ce iff`bigr` z`bpnrico/ Rdi~ ngo j` gbbz`~~`b rdzcpkd goionz`g~`b z`~xco~` zgr`/

    [` gl~c z`ncff`ob rdgr Rp~ngo Lie`~ryl`~ ecnp~ g lgzk`z xczrico ce rd`iz fgza`riok`eeczr~ co rdc~` np~rcf`z~ {dc fga` ioirigl xpzndg~`~ ce "08 cz fcz` j`ngp~` rd`y nz`gr`rd` lgzk`~r npfplgriu` xzceir cu`z rif`/ @u`o ger`z rd` ioirigl xpzndg~`, rd`~` np~rcf`z~dgu` k`o`zgr`b g lgzk`z xzceir ecz rd` ncfxgoy rdgo rd` crd`z np~rcf`z~ eiz~r 0 y`gz~{dc~` xpzndg~` {g~ l`~~ rdgo "08/ Io gbbirico, rd` np~rcf`z~ {ird rd` lgzk`z ioiriglxpzndg~` dgu` kz`gr`z ~pzuiugl zgr`~ cu`z `gnd y`gz, g~ ncfxgz`b rc rd` crd`z np~rcf`z~/

  • 7/23/2019 Tuscan Lifestyles Case, Customer Lifetime Value

    4/4

    Rp~ngo NLU

    2

    Rdi~ gllc{~ rd` ncfxgoy rc jpilb fcz` rzp~r io rd`~` np~rcf`z~ {dc {ill ncf` jgna gob~dcx fcz` cer`o, gob gr g dikd`z xpzndg~iok xzin`/ J`ngp~` ce rdi~, {` ~x`nieingllyxzcxc~` rdgr Rp~ngo Lie`~ryl`~ ~dcplb nz`gr` g ~x`nigl Lcyglry Xzckzgf ecz rd`~` rzp~r`bnp~rcf`z~/ Rdi~ xzckzgf {ill z`{gzb rd`~` np~rcf`z~ {ird bi~ncpor~ gob j`o`eir~/ Jybciok rdi~, Rp~ngo~ ~pzuiugl zgr`~ gz` lia`ly rc ionz`g~`, rdp~ gllc{iok rd`f rc ionz`g~`

    xzceirgjiliry/ [` z`ncff`ob rdgr Rp~ngo z`bpn` rd` nc~r ce rd` ngrglck ecz rd` pob`z "08 np~rcf`z~

    $i`, ~fgll`z ngrglckp`~)/ [` gl~c z`ncff`ob Rp~ngo Lie`~ryl`~ rc `txlcz` cxrico~ eczz`bpniok rd` nc~r ce xzioriok ngrglck~ io k`o`zgl/ Ngrglckp`~ rdgr rgzk`r ~x`niein np~rcf`z~jg~`b co xz`uicp~ xpzndg~` rg~r`~ fgy gl~c j` j`o`einigl/ Rd` ioirigl ngrglckp` nc~r i~gocrd`z ncfxco`or rdgr xlgy~ iorc rd` dikd gnwpi~irico nc~r/ Z`bpniok rd` nc~r ce rd`ioirigl ngrglckp` fgy d`lx rc z`bpn` rdi~ nc~r/ [` bc ocr j`li`u`, glrdcpkd ir i~ g zi~a, rdgrz`~xco~` zgr`~ {ill j` ~ikoieingorly ifxgnr`b g~ g z`~plr ce g nd`gx`z ngrglckp`/

    [` z`ncff`ob epzrd`z z`~`gznd iorc rd` biee`z`on`~ ce rdc~` {dc fga` ioirigl xpzndg~`~ce pob`z "08/ Ie g b`fckzgxdin biee`z`on` ngo j` b`r`zfio`b, xpzndg~iok go `fgil li~rfgy j` fcz` nc~r `ee`nriu` ecz rdc~` {dc r`ob rc fga` ioirigl xpzndg~`~ j`lc{ "08

    j`ngp~` go `fgil f`go~ oc ngrglckp` cz fgiliok nc~r~/ Rdi~ b`fckzgxdin kzcpx fgy gl~cj` rd` rgzk`r ce g nd`gx`z gob#cz ~fgll`z ioirigl ngrglckp`/ Rdi~ z`ncff`obgrico i~ jg~`bcee ce ~ikoieingor lc~~`~ iouclu`b cu`z rd` lie`rif` ce np~rcf`z~ {dc~` ioirigl xpzndg~` i~l`~~ rdgo "08/

    Np~rcf`z Lie`rif` Uglp` Nglnplgrico~