Clearly, by this definition, a customer's "current value" is based on future profit, right? But a customer's "future value" is really the customer's lifetime value measured sometime in the future.
From the nature of your question, we doubt this is what you were thinking, but it's still worth pointing out that any marketing program designed to increase customer lifetime value (by increasing the customer's loyalty, for instance, cross-sales, or likelihood to recommend others) will be highly beneficial to a company. But most loyalty programs are not that well thought out, and we can count on the fingers of one hand the number of companies that have begun tracking changes in customer lifetime value as a tool for assessing their marketing programs. You can read all about this in our book Return on Customer: Creating Maximum Value From your Scarcest Resource, written in 2005.
It's more likely that your question has to do with whether or not you cancreate a customer loyalty program that encourages customers to buy more in the future, rather than simply rewarding them for what they just bought. This is a very common problem that afflicts many loyalty programs.
You need to use your loyalty program to reward the kinds of behaviors that most likely indicate future buying. For instance:
Hear more in Creating Customer Value, a SearchCRM.com monthly podcast series with Peppers and Rogers.
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