Maru Batting Center: Customer Lifetime Value

Eager to avoid being distracted by the Tokyo Kitasuna team's training for the summer 2012 Kshien National High School Baseball Championship, Maru Keitou () moved into the back office of Maru Batting Center (GK)1

( ,(() in the Roppongi district of Tokyo's Minato ward, to contemplate her fledgling company's marketing strategy. A decorated former collegiate softball player with a PhD from Oxford University, Maru had a deep knowledge of the game and of her customers. She lacked a marketing background, however, so she had recently signed up for a hosted customer relationship management service that would allow her to track the cost of acquiring and serving each of her four main customer segments, data she could use to determine which segments to target in the upcoming year.