Abstract:

Purpose of the article: The aim of this work is to focus primarily on the methodology for internal use CLV customers to create new scientific knowledge in the area of quantifying costs and benefits of internal customers, ie. Employees and partners in a particular market segment. Like external customers (markets) as well as internal customers express their behavior and demeanor greater or lesser affection, in the first case and to mark the latter case the employer. Methodology/methods: Therefore, the modeling of CLV for internal customers will require a qualified prediction and quantification of a wide range of both Hard and Soft items and its conversion to a valid pointer.  Scientific aim: The scientific aim is to create new knowledge in methods of evaluating internal customers. In terms of strategic management is an area identifying business value, not only by the value of external customers, but also by the value of internal customers. Findings: CLV calculations and methods practiced on external customers, can be used for internal customers of the company as a valid economic indicator, which expresses the extent to which, when using the Hard and Soft HR operations, the company pays an employee in the context of lifelong, union employees with the company. Conclusions: CLV model for internal customers will be based on the primary, CBA analysis for obtaining input data that will be used for modeling a modified CLV. The results of the model determines the maximum amount of the discounted average cost of acquisition and retention of internal customers as part of their life cycle in the company.