Adoção da métrica do valor do cliente: fatores limitadores do processo no contexto empresarial

Abstract

Knowing how to conduct customer base in order to make efficient marketing investment is an important factor in the strategic process of the companies today. Thecompanies can get many gains by adopting a management model based on metrics of customer equity, both on economic factors as factors that address the return on marketing investment. The aim of this study is to identify the companies surveyed the main factors that limit the use of measuring customers equity in strategic processes. The study evaluated through literature review and companies surveyed as the metric of customer equity is included on the day-to-day of the analyzed companies, which are the indicators present in the process and how the financial sectors and marketing relate when the subject matter is "customer". The Customer Equity issues (CE) and Customer Lifetime Value (CLV) still have several shortcomings such as relationship marketing strategies linked with the return to the company, the interpretation of investors with reference marketing metrics and the actual efficiency of strategies marketing. The analysis of the limiting factors of the use of customer equity metrics and indicators used by organizations, was based by qualitative data collection through interviews conducted in three pre selected companies with high commercial, financial and marketing management, totaling nine interviews and a supporting interview with an expert financial advisor in value companies. The main results on this research is pointed out: lack of focus on customer equity in the company, strategic guidance only on revenue growth through new customers, customer viewed as an intangible asset in the strategic process and lack of knowledge of marketing metrics. Among these aspects, it highlights the technological and cultural factor and efficient communication between the areas.