For anyone interested in some further reading: http://marketing.wharton.upenn.edu/documents/research/Schweidel_Bradlow_Fader_Portfolio_MgmtSci_11.pdf http://mar

For anyone interested in some further reading: http://marketing.wharton.upenn.edu/documents/research/Schweidel_Bradlow_Fader_Portfolio_MgmtSci_11.pdf http://marketing.wharton.upenn.edu/documents/research/Schwei... I included this technique in some work I did about a year ago, spoke a few times with the authors. Granted, this is geared towards operations that offer multiple services/varying levels of service as part of a "portfolio". Think telecom and finance. It addresses CLV, but includes a regular reassessment of value based on a customers pattern of behavior. tldr; Instead of being service/no service it looks at a customer's propensity to change service (upgrade or downgrade), this includes downgrading to the point of termination.