Valued customers lead to a more valued business – by investors, regulators and other stakeholders alike. So, how well do you know the actual value of your customers? This isn’t just a brainteaser. This is a serious challenge for businesses today that we see first-hand across a diversity of markets. Here are the five most common obstacles (dare we say excuses?) to reaching this level of data maturity, what is commonly behind each challenge and how you can shortcut them to gain a Customer Lifetime Value perspective – and in turn, avoid what we call the ‘infinite loop’ that so frustrates leaders trying to make value-based decisions on their customers.
Peter Hocknell & Tim Sefton