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

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By: Wise Marketer Staff |

Posted on June 18, 2020

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 this 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.

Listen to the previous Let's Talk Loyalty episode: #39: Sky VIP UK with Head of Customer Loyalty, Rob Chandler

If you are reading this and you serve a market that you feel like we are not covering adequately, then please reach out to submissions@thewisemarketer.com. We welcome ambassadors from the professional loyalty marketing and customer loyalty industry that are willing to participate. We can give your "local insights" a "global platform". Thanks for reading.