Customer Value Maximization is a good method used to attract customers to increase transactions and keep active customers of a business for a long duration. The primary factors which contribute to the total revenues that a customer will generate are time, purchase frequency and monetary value of purchases. Maximizing the value of the customer to the business implies maximizing time × purchase frequency × monetary value equation. The pillars of every value maximization strategy are:

1. Customer segmentation 

2. Tracking customers over time.

3. Accurate prediction of future customer behaviour.

4. It should be based on the use of advanced calculations to determine the Customer lifetime value (LTV).

5. Marketing action optimization.

Read more at http://www.optimove.com/blog/maximize-customer-value-smart-way

After acquiring a customer, the goal of a company is consumer retention through various techniques, namely customer value maximization which would maximize the revenue for the company. Their main aim should be to increase the length of time period they remain loyal to business, frequency of transactions and monetary value of transactions. Maximum value is thus the product of all three. Main characteristics of customer value maximization are customer segmentation, predicting consumer behavior instead of just looking historical data, looking at customer lifetime value and dynamic segmentation. The marketer should know what actions to take on what customers at the right time. Read more at: http://www.optimove.com/blog/maximize-customer-value-smart-way