LO1: Demonstrate an understanding of the concept of customer lifetime value; how to calculate it and the different factors that influence it.

Unit 38: Customer Value Management

Part A

Learning Outcomes:

LO1: Demonstrate an understanding of the concept of customer lifetime value; how to calculate it and the different factors that influence it.

LO2: Evaluate the different segments in a customer base and the appropriate opportunities for customer value creation.

LO3: Analyse appropriate techniques and methods in order to increase customer lifetime value

Part B:

Using Netflix Plc Inc., you are now required to prepare an individual (10-minutes) presentation (with 5 minutes for questions) on techniques and methods used to increase customer lifetime value. To do so, you will be required to deliver your PowerPoint presentation accompanied with your speaker notes, on an analysis of the different techniques and methods organisations (Netflix Plc and its direct competitor Amazon Prime Video) can use to increase customer relationships and customer loyalty. You will finally have to use your own judgment to evaluate the appropriateness of methods and techniques chosen to be applied at each stage of the consumer decision-making process and Customer Lifetime Value.