Customer value creation for the enterprise is currently an important objective for
enterprises striving to increase their value.The concept of managing customer value is
applied ever more extensively in practice; enterprises, which apply it are attaining ever
better economic returns, and this attracts investors, staff and new buyers.
The concept of managing customer value is dynamic in nature.On the one hand there is
the idea of managing value to the customer, extending value offers directed by enterprises
to their customers, and on the other hand, there is ever more extensive use made of
methods to measure the value represented by customers to enterprises and strategies
fine?tuned to increase the value of customers.Application of the concept in practice
confirms not only its usefulness in managing the increase of enterprise value, but also
its usefulness from the perspective of measuring returns on investment; financial measures
of customer value reflect effectiveness of efforts undertaken within the enterprise.
Managing customer value is at the roots of contemporary marketing management, and at
the same time serves an integrating role in applying all the latest business management
methods, that is process management, innovation management, knowledge management,
flexibility of operation, projects management and confidence.
The book was compiled as result of empirical surveys as well as global and Polish
literature studies, conducted within the community centred on Warsaw School of Economics
(SGH) Chair of Division Customer Value.Such research indicated that enterprises appreciate
the role and place of customer in business management, but at the same time are just
starting on the way of managing customer value, which can be instrumental to building up
enterprise value.The book represents also own analyses of the authors connected with
practical considerations and with needs of students at various levels of economic
education.
The publication presents the results of research conducted by a team of authors who,
while representing different academic centres, have been working together for several
years on the subject of managing customer value.The views and proposals presented concern
the process of enhancing management of customer value in both theoretical and practical
terms.
There is a particularly large gap in research and practical actions of enterprises as
regards building up customer value.There is pent up demand of enterprises for expertise in
the area of understanding customer value, new approach to defining markets and perceiving
the category of value for the customer, strategy of building up customer value and its
transposition into practical action, overcoming barriers for working together across
functional lines.The authors have taken up several of these topics, in the hope that they
will be able to at least partly narrow down the identified gap.The book is a communal
effort, meaning that in it one will find different approaches to issues and varying styles
adopted by the different authors.The book is made up of two parts.
Part One is devoted to theoretical considerations connected with lines of developing
scholarly studies and theories of business value in the context of building up the
customer equity, research on effectiveness of managing customer value, shaping a customer
value strategy and use of Internet (social) marketing as well as issues of trust in
customer relations.
Part Two is devoted to experiences and issues in managing customer value within
enterprises active in Poland and in selected economic sectors, that is in the area of
financial institutions, ecology and management companies in a crisis environment.That
chapter presents results of a survey made in 150 enterprises in Poland on customer value
management.
The book is addressed to an extensive group of readers; to undergraduate, graduate and
post graduate students, to people studying in the fields of management and marketing, and
also to managements and executive personnel of companies interested in building up
customer value.
Preface
PART I. DEVELOPMENT OF CUSTOMER VALUE THEORY VS. NEW PROBLEMS
1. Development concept of customer value management (Barbara
Dobiegała-Korona)
Introduction
1.1. From customer value to business value
1.2. Creating customer value
1.3. Challenges in customer value creation
1.3.1. Defining markets and understanding the category of value to customer
1.3.2. Understanding the new role of marketing and transposing it into practical actions
1.3.3. Integration and company personnel cooperation across functional lines in creating
customer value
1.3.4. Understanding customer value to an company as premise of effective strategies
1.3.5. Effective management of customer intelligence for requirements of customer value
increase strategy
Summary
Bibliography
2. Selection of customer value management strategy (Alicja Krzepicka)
Introduction
2.1. Notion of value and customer value as business resource
2.1.1.Essence of value
2.1.2.Customer value as business resource
2.2. Managing customer value
2.3. Process of creating and selecting strategy
2.3.1.Strategy of raising customer value
2.3.2.Customer segmentation as premise of strategy
2.3.3. Strategies of values delivered through products and services
2.3.4.Strategies of values provided by value of brand
2.3.5.Strategies of building up relations with customers
Summary
Bibliography
3. Studying effectiveness of marketing efforts aimed at raising customer value on
the B2B market (Ryszard Kłeczek)
Introduction
3.1. Concept of customer equity and customer value
3.2. Description of purchase decision by B2B buyer from NPV perspective
3.3. Construction of B2B offer description using customer's value drivers.
3.4. How to examine effectiveness of marketing efforts creating customer value on the B2B
market
3.4.1. Model
3.4.2. Method
3.4.3. Analysis
3.4.4. Managerial implications of investigations results
Bibliography
4. Social marketing in creating value for the customer - Krystyna Mazurek
Łopacińska, Magdalena Sobocińska
Introduction
4.1. Essence of web communities and premises behind development of new community forms
4.2. Stages of development and specific character of social networking sites
4.3. Values offered by businesses to web communities and rules for conducting marketing
actions based on social media
4.4. Forms and examples of business actions directed at utilising web communities in the
process of managing value for the customer
Summary
Bibliography
5. Trust as element of value in relations with partners - Henryk Mruk
Introduction
5.1. Essence of trust 5.2. Significance of trust on various markets
5.3. Environment for trust
5.4. Trust in oneself and trust in customers
5.5. Areas of trust
Summary
Bibliography
PART II Specific nature of customer value management in selected sectors
6. Customer value creation in enterprises in Poland (Barbara
Dobiegała-Korona)
Introduction
6.1.Sources of customer value
6.2. Premises of customer value creation (customer intelligence and customer segmentation)
6.3. Value for the customer in creating customer value
6.3.1. Products and added values
6.3.2. Prices and distribution in creating customer value
6.3.3. Corporate social responsibility as value for customers
6.4. Creating customer value through relations
6.5. Customer credibility in creating customer value
7. Specifics of customer value models in financial institutions (Piotr
Masiukiewicz, Ewa Wierzbicka)
Introduction
7.1. Bank customers' value
7.1.1. Bank valuation vs.value of bank customers
7.1.2. Limitations of traditional bank valuation methods
7.1.3. Modifications of customer value model in banks
7.2. Customer value of the insurance company
7.2.1. Specifics of an insurance company as an institution of financial intermediation
7.2.2. Reciprocal interaction: customer value and insurance company value
7.2.3. Cooperation between insurers and banks vs.customer value
7.3. Customer value in leasing
Summary
Bibliography
8. Eco-innovation as the basis for creating value customer (Maja
Szymura-Tyc, Marcin Bałon)
Introduction
8.1. Conceptual framework for eco?innovations
8.2. Innovation and value for the customer - fundamental interrelationships
8.3. The notion of eco?innovation and customer value
8.4. Motives behind implementing eco?innovations - findings of empirical studies
8.5. Motivations of eco?innovations buyers - findings of empirical studies
Summary
Bibliography
Netography
9. Customer value in a leasing company - Michał Banajski
Introduction
9.1. Customer as equity in a leasing company
9.2. Creating value for the customer in leasing companies
Summary
Bibliography
Netography
10. Changes in trust during crisis vs.loss of customer equity in enterprises and
banks (Piotr Masiukiewicz)
Introduction
10.1. Trust in business as intangible equity
10.2. Outline of ballistic theory of trust in a financial crisis
10.3. Changes of trust in the light of research
10.3.1. Changes of trust in business
10.3.2. Trust of customers in banks
10.3.3. Information about the crisis vs.trust in media
10.4. Instruments and costs of reinstating customer trust
Summary
Bibliography
Netography
211 pages, Hardcover
