Vertriebssteuerung auf Basis des Customer Lifetime Value am Beispiel der Finanzdienstleistungsbranche
Year: 2010
Author: Buhl, Hans Ulrich, Dzienziol, Jochen, Heidemann, Julia
Credit and Capital Markets – Kredit und Kapital, Vol. 43 (2010), Iss. 4 : pp. 501–532
Abstract
Customer Lifetime Value-Based Sales Management – the Example of Financial Services Providers
The goal of this study is to develop a recommendation for an incentive-compatible commission-system that rewards the value-based performance of the sales force in the financial services industry. The commission-system should ensure that every decision on customer-actions made by the sales force should be consistent with the key figure customer lifetime value (CLV) and thus with shareholder value. This study shows that both, the wide-spread and commonly used acquisition commission and the product- and time-specific participation commission can destroy value for the company and therefore can not be incentive-compatible. This study shows how well-known monetary incentive-systems from corporate planning and sales have to be combined in an innovative way with a CLV-oriented view to develop an appropriate, optimal commission-system.
Journal Article Details
Publisher Name: Global Science Press
Language: German
DOI: https://doi.org/10.3790/kuk.43.4.501
Credit and Capital Markets – Kredit und Kapital, Vol. 43 (2010), Iss. 4 : pp. 501–532
Published online: 2010-10
AMS Subject Headings: Duncker & Humblot
Copyright: COPYRIGHT: © Global Science Press
Pages: 32
Author Details
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