#40: Loyalty Lessons From Wharton School's Professor of Marketing

This episode of “Lets Talk Loyalty” was inspired by some exciting ideas emerging from academic leaders who are increasingly helping investors to consider the future lifetime value of customers (not just historic revenues) when valuing a firm.

“Customer Based Corporate Valuation” (CBCV) is a concept developed and commercialised by Peter Fader, Professor of Marketing with the Wharton School at the University of Pennsylvania, together with Dan McCarthy to help investors and loyalty marketers apply ever more sophisticated financial models to our businesses to accurately understand the value of our customers as a strategic asset.

These models are generating exciting insights for C-Suite Executives, and the episode discusses how we as loyalty marketers can ensure we educate our company leaders to appreciate and value the loyal customers and relationships we nourish.

Show Notes: 

1) Professor of Marketing, the Wharton School of the University of Pennsylvania 

2) Dan McCarthy – Assistant Professor of Marketing at Emory University

3) Leigh McAlister – Professor of Marketing – University of Austin 

4) Harvard Business Review – Jan/Feb 2020 issue articles – “The Loyalty Economy.” 

5) Theta Equity Partners 

6) Customer Centricity: Focus on the Right Customers for Strategic Advantage – 2012 Edition (New Edition Scheduled July 2020)

7) Bain & Co – How to Calculate Customer Value

Audio Transcript

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