Maximise customer lifetime value

This article argues that brands should use customer intelligence and relationship management to implement a retention strategy focused on boosting their customer lifetime value (CLV).

Maximise customer lifetime value

Mike RichardsonMaximizer Services Inc.

Understanding customer lifetime value and implementing a retention strategy that is focused on the most valuable customers will steer companies away from inefficiency and unproductive budgeting. Customer intelligence and relationship management are at the heart of this approach.

In the age of Big Data, omnichannel communication and portable digital devices, businesses have a vast array of marketing intelligence and touchpoints at their disposal. With so many ways of reaching virtually any prospective and current customer, targeting effectively has become increasingly important. Unfortunately, all too often companies waste marketing budget targeting many...

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