In this paper, we show that it is possible to estimate discount rate or cost of\ncapital in the calculation of customer lifetime value (CLV) for a company\nusing numerical methods instead of the traditional financial approaches. We\npropose an estimation formula for retention period that the company\nshould keep the customers in order to gain certain benefit from them. We\nalso apply our theoretical approaches to the Mongolian mobile service at\ncompany level using statistical data from 2005 to 2016. Some numerical results\nare included.
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