METHOD FOR VALUING CUSTOMERS AND CUSTOMER RELATIONSHIPS

• US 20080116266A1
• Filed: 10/25/2006
• Published: 05/22/2008
• Est. Priority Date: 10/25/2006
• Status: Abandoned Application

• Current Assignee: International Business Machines Corporation
• Original Assignee: International Business Machines Corporation
• Inventors: SUBRAHMANYA, SUDHEE NAGABHUSHAN
• Application Number:
  US11/552,844
• Publication Number:
  US 20080116266A1
• Time in Patent Office: Days
• US Class Current: 235/383
• CPC Class Codes: G06Q 10/083 Shipping
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

A computer implemented method, a computer program product, and a data processing system are provided for valuing a customer or a customer relationship. Black-Scholes model for determining option value of stocks is adapted for use in valuing customers and customer relationships. Variables of Black-Scholes model are mapped to parameters relating to customers and customer relationships. A customer variance is determined for the customer relationship based on data about several customers. The value of a customer or a customer relationship is then computed by applying the customer variance and the mapped parameters to the Black-Scholes model. The computed value of the customer, or the customer relationship, is used in the decision making process to determine, among other things, which products and services to offer for sale to a customer, what the offering price to the customer should be, how much expenditures are to be allowed for the customer relationship, whether the customer relationship remains viable, perform on-going dynamic evaluation of the customer relationship, allocate marketing and advertising budgets, and suitability of business activities with respect to customers and customer relationships.

Claims

1. A computer implemented method for valuing a customer relationship, the computer implemented method comprising:

determining a customer variance of a customer making a purchase for the customer relationship based on data about a plurality of customers to form a determined customer variance;

identifying a present value of estimated revenues from the customer, an expenditure in acquiring an order from the customer, a length of time during which a purchase decision for the order may be deferred by the customer, and a time-value of money to form inputs; and

applying the inputs and the determined customer variance to a Black-Scholes model to generate a value for the customer relationship, wherein the value of the customer relationship forms an input to a customer relationship management system used for managing the customer.

2. The computer implemented method of claim 1, wherein the Black-Scholes model is used in a Real Options computation.

3. The computer implemented method of claim 1, wherein the applying step comprises:

replacing a stock price parameter in the Black-Scholes model with the present value of estimated revenues from a customer, an exercise price parameter in the Black-Scholes model with the expenditure in acquiring the customer'"'"'s business, a time to expiration parameter in the Black-Scholes model with the length of time a purchase decision may be deferred by the customer, and a risk-free rate of return parameter in the Black-Scholes model with the time-value of money, and a variance of returns on a stock parameter in the Black-Scholes model with the determined customer variance to form an adapted Black-Scholes model; and

computing the value of the customer relationship using the adapted Black-Scholes model.

4. The computer implemented method of claim 1, wherein the customer relationship is for one of work done for the customer, and amount of business contemplated from the customer.

5. The computer implemented method of claim 1, wherein the valuing the customer relationship is valuing a customer, and the value of the customer relationship is a value of the customer.

6. The computer implemented method of claim 1, wherein the determined customer variance is computed based on a plurality of number of customers making purchases and a plurality of value of the purchase.

7. The computer implemented method of claim 1, wherein the value of the customer relationship is one of displayed, printed, communicated, and stored.

8. The computer implemented method of claim 1, wherein the managing the customer comprises:

determining at least one of products to offer for sale to the customer, services to offer for sale to the customer, pricing of the products and the services, expenditures allowed for the customer relationship, viability of the customer relationship, dynamic evaluation of the customer relationship, marketing and advertising budget, and suitability of business activities.

9. A computer usable program product comprising a computer usable medium including computer usable code for valuing a customer relationship, the computer implemented method comprising:

computer usable code for determining a customer variance of a customer making a purchase for the customer relationship based on data about a plurality of customers to form a determined customer variance;

computer usable code for identifying a present value of estimated revenues from the customer, an expenditure in acquiring an order from the customer, a length of time during which a purchase decision for the order may be deferred by the customer, and a time-value of money to form inputs; and

computer usable code for applying the inputs and the determined customer variance to a Black-Scholes model to generate a value for the customer relationship, wherein the value of the customer relationship forms an input to a customer relationship management system used for managing the customer.

10. The computer usable program product of claim 9, wherein the Black-Scholes model is used in a Real Options computation.

11. The computer usable program product of claim 9, wherein the computer usable code for the applying step comprises:

computer usable code for replacing a stock price parameter in the Black-Scholes model with the present value of estimated revenues from a customer, an exercise price parameter in the Black-Scholes model with the expenditure in acquiring the customer'"'"'s business, a time to expiration parameter in the Black-Scholes model with the length of time a purchase decision may be deferred by the customer, and a risk-free rate of return parameter in the Black-Scholes model with the time-value of money, and a variance of returns on a stock parameter in the Black-Scholes model with the determined customer variance, to form an adapted Black-Scholes model; and

computer usable code for computing the value of the customer relationship using the adapted Black-Scholes model.

12. The computer usable program product of claim 9, wherein the customer relationship is for one of work done for the customer, and amount of business contemplated from the customer.

13. The computer usable program product of claim 9, wherein the valuing the customer relationship is valuing a customer, and the value of the customer relationship is a value of the customer.

14. The computer usable program product of claim 9, wherein the determined customer variance is computed based on a plurality of number of customers making purchases and a plurality of value of the purchase.

15. The computer usable program product of claim 9, wherein the value of the customer relationship is one of displayed, printed, communicated, and stored.

16. The computer usable program product of claim 9, wherein the managing the customer comprises:

determining at least one of products to offer for sale to the customer, services to offer for sale to the customer, pricing of the products and the services, expenditures allowed for the customer relationship, viability of the customer relationship, dynamic evaluation of the customer relationship, marketing and advertising budget, and suitability of business activities.

17. A data processing system for valuing a customer relationship, comprising:

a storage device, wherein the storage device stores computer usable program code; and

a processor, wherein the processor executes the computer usable program code, wherein the computer usable program code comprise;

computer usable program code for determining a customer variance of a customer making a purchase for the customer relationship based on data about a plurality of customers to form a determined customer variance;

computer usable program code for identifying a present value of estimated revenues from the customer, an expenditure in acquiring an order from the customer, a length of time during which a purchase decision for the order may be deferred by the customer, and a time-value of money to form inputs; and

computer usable program code for applying the inputs and the determined customer variance to a Black-Scholes model to generate a value for the customer relationship, wherein the value of the customer relationship forms an input to a customer relationship management system used for managing the customer.

18. The data processing system of claim 17, wherein the computer usable code for the applying step comprises:

computer usable program code for replacing a stock price parameter in the Black-Scholes model with the present value of estimated revenues from a customer, an exercise price parameter in the Black-Scholes model with the expenditure in acquiring the customer'"'"'s business, a time to expiration parameter in the Black-Scholes model with the length of time a purchase decision may be deferred by the customer, and a risk-free rate of return parameter in the Black-Scholes model with the time-value of money, and a variance of returns on a stock parameter in the Black-Scholes model with the determined customer variance, to form an adapted Black-Scholes model; and

computer usable program code for computing the value of the customer relationship using the adapted Black-Scholes model.

19. The data processing system of claim 17, wherein the determined customer variance is computed based on a plurality of number of customers making purchases and a plurality of value of the purchase.

20. The data processing system of claim 17, wherein the managing the customer comprises:

determining at least one of products to offer for sale to the customer, services to offer for sale to the customer, pricing of the products and the services, expenditures allowed for the customer relationship, viability of the customer relationship, dynamic evaluation of the customer relationship, marketing and advertising budget, and suitability of business activities.