08 und 09 - Customer Metrics & Customer Lifetime Value

Question 1

Formel
Net Promoter Score (NPS)

Answer 1

Net Promoter Score = Percentage of customers who are promoters - percentage of customers who are detractors

Question 2

Bedeutung
Customer Lifetime Value (CLV)

Answer 2

Present value of all future profits obtained from customer over life of this relationship with firm

Question 3

Formel
Contribution margin

Answer 3

Contribution margin = Selling price per unit - variable cost per unit

Question 4

Bedeutung
Contribution margin

Answer 4

A cost accounting concept that allows a company to determine the profitability of individual products.

Question 5

Bedeutung
Discount rate

Answer 5

Reflects value of an expected income stream determined as of the date of valuation

Question 6

Bedeutung
(Customer) Defection Rate

Answer 6

Rate at which customers defect or stop usage of products of the company

Question 7

Formel
Customer Profit

Answer 7

Customer Profit (CP) = Contribution margin (m) - acquisition cost (AC)

Question 8

Formel
Customer Lifetime Value (CLV)

Answer 8

CLV = m / (r+d)

Customer Lifetime Value = Contribution margin / (discount rate + defection rate)

Question 9

Formel
Churn Rate (CR)

Answer 9

Churn Rate (CR) = Percentage of customers who end relationship with firm in given period (same as 1 - Retention Rate (RR))

Question 10

Formel
Survival Probability

Answer 10

Survival Probability = Probability that customer has relationship with firm during given period (1 = period customers joins firm, decreasing over time)