Analysis of the customer equity (lifetime value): a study in the context of a health care plans operator

Gabriel Sperandio Milan, Adriano Reci Prestes, Luis Paulo Soares Munhoz


This article presents a study undertaken in a health care plans operator with regional activities focused on business segment, and its aim is analyzing the implementation of the calculation method of customer equity (Lifetime Value) proposed by Rust et al. (2001). The study is based on concepts of the importance of customer retention as a factor of profit generation for the company and it has the proposal of structuring an efficient relational practice between the company and its customers. Thus, it was selected the twenty biggest customers of the company in accordance with the invoiced revenue, and their financial data were collected. It was used financial data provided by the company for the period between January 2006 and September 2007. The analysis showed that the customers that generate more revenue for the operator is not necessarily the highest lifetime value (LTV) and that the systematic monitoring of the LTV can be beneficial for the company. By the analysis of correlation between the result of the customer to the company and its LTV, it was observed that there is a strong positive correlation with a high level of significance.

Key words: lifetime value, customer retention, organizational performance.

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