Customer lifetime value as a part of the customer journey
Quintero, Into (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202404298210
https://urn.fi/URN:NBN:fi:amk-202404298210
Tiivistelmä
This thesis was commissioned by StepOne Tech Oy. The company has been operating for over a decade and needed cost-efficient ways for new customer acquisition and innovations to increase customer lifetime value of acquired customers. The company has been working on this matter but wanted new and fresh perspectives from outside of the company.
The objective of the research was to find new ways of acquiring customers cost-efficiently and to increase the lifetime value for acquired customers. The customer journey was used as a guide to analyse and understand the current customer acquisition path. The research gave a clear understanding of the company’s operations as a whole.
The research was conducted by using a mixed method, combining both quali-tative and quantitative research methods. The chosen method for qualitative research was interviews for the Director of Operations of Etanoliautolijat ry and the Chief Growth Officer of StepOne Tech Oy. The quantitative research was done by analysing different data sources and graphics.
Finding new ways to acquire new customers cost-efficiently helps the profita-bility of StepOne Tech´s operations and increases the customer lifetime value by introducing new innovations. To measure the success of the recommenda-tions provided the suggested key performance indicators (KPIs) can be taken into account.
The objective of the research was to find new ways of acquiring customers cost-efficiently and to increase the lifetime value for acquired customers. The customer journey was used as a guide to analyse and understand the current customer acquisition path. The research gave a clear understanding of the company’s operations as a whole.
The research was conducted by using a mixed method, combining both quali-tative and quantitative research methods. The chosen method for qualitative research was interviews for the Director of Operations of Etanoliautolijat ry and the Chief Growth Officer of StepOne Tech Oy. The quantitative research was done by analysing different data sources and graphics.
Finding new ways to acquire new customers cost-efficiently helps the profita-bility of StepOne Tech´s operations and increases the customer lifetime value by introducing new innovations. To measure the success of the recommenda-tions provided the suggested key performance indicators (KPIs) can be taken into account.