Question
ग्राहक आजीवन मूल्य (Customer Lifetime Value - CLV) का उपयोग प्रबंधकीय निर्णय-निर्माण के आधार के रूप में बढ़ता जा रहा है। CLV की अवधारणा की व्याख्या कीजिए तथा इसके महत्व पर चर्चा कीजिए।
Answer :
Word Count : 872
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ग्राहक आजीवन मूल्य (Customer Lifetime Value - CLV) एक व्यापारिक अवधारणा है, जो किसी ग्राहक के साथ संगठन के पूरे संबंध के दौरान उत्पन्न होने वाले कुल लाभ का अनुमान लगाती है। इसे कंपनी के लिए ग्राहकों की आर्थिक मूल्यवत्ता के रूप में देखा जा सकता है। CLV इस बात का आकलन करता है कि एक ग्राहक भविष्य में कितने समय तक व्यवसाय के साथ जुड़ा रहेगा और उसकी खरीदारी से कंपनी को कितने लाभ की उम्मीद है। यह मापदंड प्रबंधकों को यह निर्णय लेने में मदद करता है कि किस ग्राहक को प्राथमिकता देनी चाहिए, ग्राहक सेवा में निवेश कितना करना चाहिए, और विपणन रणनीतियाँ कैसे तैयार करनी चाहिए। CLV की गणना ग्राहक आजीवन मूल्य की गणना विभिन्न तरीकों से की जा सकती है, लेकिन सबसे सामान्य तरीका यह है कि ग्राहकों से होने वाली औसत वार्षिक आय को ग्राहक के जीवनकाल की अवधि से गुणा किया जाता है। इस प्रक्रिया में खर्च किए गए संसाधनों और समय का भी ध्यान रखा जाता है, ताकि यह सुनिश्चित किया जा सके कि कंपनी को हर ग्राहक से अधिकतम लाभ मिल सके। CLV की गणना का एक सरल उदाहरण इस प्रकार हो सकता है: 1. यदि एक ग्राहक साल में ₹10,000 खर्च
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