• Understand the strategic issues associated with CRM initiatives.
• Analyse customer needs and expectations by demonstrating the ability to integrate business, information, stakeholders, business processes and technologies into a coherent CRM deployment.
• Provide an analysis of ethical and privacy issues towards the management of customer data.

Customer Relationship Management (CRM), as a concept, has gained significance over the past decade as a method to attract, retain and maximise profitability from each customer by businesses. You are to research the following topic in-depth:

Matching the Customer Lifetime Value (CLV) and Customer Lifecycles: A Discussion

As part of your report you are to evaluate the development of a ‘customer’, how the CLV works following any recognised customer life-cycle, and how these link to Key Performance Indicators (KPIs).

To achieve this you must include at least 10 references from appropriate journals and reference these accordingly.
Required: Discuss, with reference to relevant academic literature, how a ‘customer’ is developed through a customer life-cycle and how KPIs are determined.
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