Verhoef, Peter C.; Lemon, Katherine N. - In: European Management Journal 31 (2013) 1, pp. 1-15
In the past decade, firms have paid increasing attention to customer value management (CVM). Through customer …-centric management systems, firms aim to maximize customer value. In this article, we put forth six important lessons that firms can … employ for successful CVM, integrating available research knowledge and best practices: (1) use CVM to improve business …