Customer valuation model adaption based on the case of a large public service provider in Hungary
Customer valuation model adaption based on the case of a large public service provider in Hungary

Summary/Abstract: At our „turbulent‖ times organizations face an important arising need to establish segmentation methods, which enable to look through the market and find their target group on the basis of the value created by their current and potential customers. In this regard they usually select and adapt certain customer valuation methods usually based on the available literature or their former experiences. Choosing the right method is a significant step in order to reach greater success through effectiveness. In our research we have focused on this adaption process, which generates hurdles and opportunities as well for every company. In our study we developed a general model, which enables decision makers to consider relevant factors of customer valuation methods. The ―adaptation cycle‖ model is based on a case study of customer valuation model development at a large public service provider in Hungary as well as results of 5 in-depth interviews with decision makers working at companies in different industries using customer valuation methods in different development stages for different purposes.

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