Articles

Customer Lifetime Value (CLV) in SME Banking: Strategic Branding and Relationship Building

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Customer Lifetime Value (CLV) is a critical metric for understanding the long-term profitability of customer relationships in the banking sector, particularly for Small and Medium Enterprises (SMEs). This study explores the role of CLV in enhancing brand loyalty, customer retention, and strategic growth for Septemberbank in the West Java region. By integrating branding theories, relationship trust models, and qualitative insights from Septemberbank’s internal and external stakeholders, this paper identifies key drivers that influence CLV and proposes actionable strategies for maximizing customer lifetime revenue. The research employs a qualitative descriptive approach, including semi-structured interviews with SME clients and internal banking personnel, alongside secondary data analysis. Findings highlight the importance of trust, personalized services, and structured referral programs in building long-term relationships with SME customers, thereby increasing their lifetime value to the bank.

Proposed Marketing Strategy Based on Customer Value Using CLV Model (Case Study of Natione Tech)

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This research focuses on customer engagement strategies for technology companies to become industry leaders. It emphasizes the importance of leveraging profitable customers through Customer Lifetime Value (CLV) analysis, segmentation and targeted marketing. By analyzing real data from Natione Tech, the study identified three key factors: current value, potential value, and customer loyalty. Based on this analysis, 57 customers are categorized into high, medium, and low-profit segments, each requiring tailored marketing approaches. The strategies include personalized communication, cross-selling, exceptional customer service for high-profit customers; flexibility, trust-building, and direct assistance for medium-profit customers; and competitive pricing, loyalty programs, and targeted campaigns for low-profit customers. These strategies empower companies to excel in the customer engagement platform market and strengthen their position as technology leaders.