Customer Relationship Malevolence: A Reflection on Accounting, Marketing and Customer Valuation

Abstract

Ideas centring on knowing and understanding the customer have been core concerns of business since the 1960s. As a result, several attempts to understand the customer have been devised, leading to the generation of data collection systems and calculative technologies that try to provide numerical understanding of the customer, which now lies at the heart of contemporary customer management schemes. However, these technologies can produce several social consequences. This paper discusses valuation metrics used in customer management systems and outlines the negative issues that can result from widespread usage.

Keywords

• Customer Valuation
• Customer Management
• Commodification
• Marginalisation