Nota Aicex: l’era digitale multi canale porta spesso i brand a non calcolare correttamente il Customer Lifetime Value. Vediamo perché.
Working in silos and managing multichannel are stopping brands from realising the full value of a customer over time.
The multichannel digital age and the siloed nature of organisations are hindering brands and companies from calculating one of the key measures of success – the lifetime value of a customer.
Customer lifetime value (CLV) is the total worth of a customer to a business over the entirety of the relationship. But with the various ways that consumers can engage with brands, from social media to call centres, the barriers to measuring and acting on that value are proving a challenge.