Customer Lifetime Value (CLV) Analysis for Customer Segmentation and Profitability Management: A Case Study of an Iranian Bank

The more a marketing paradigm evolves، the more long-term relationship with customers gains its importance. Nowadays، most of corporations and firms in the world، including manufacturers and servicers، increasingly gain their incomes and profits through constructing and maintaining long-term relationships with the customers. The move towards a customer-centered approach to marketing، coupled with the increasingavailability of customer transaction data، has led to an interest in understanding and estimatingcustomer lifetime value (CLV). Furthermore، as marketing endeavors to be more accountable، the need of tools and models for measuring and evaluating efforts and investments that accomplish in marketing extent، is felt. The purpose of this research is CLV analysis for customer segmentation and profitability management. This dissertation we proposes a model for CLV measurement in banking industry. Our case study is one of the branches of Iranian Melli Bank. For this purpose، we selected savings (loan) accounts for 4 years، (from 2005 to 2008)، in order to run our model. The study sample included 10،000 customers picked up among the accounts. After calculating the CLV of customers، we segmented the customers based on the calculated CLV. For customer segmentation، we used Clustering technique. This conceptual model is a new approach in customer segmentation context. More Customer Profitability Management based on segmented customer sections will be explained. Based on the models explained in this dissertation programs and methods will be proposed for each of introduced segments.