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Building Customer Value: From Theory to Practice
To generate real value from customers, organizations must move beyond simplistic, short-term measures and truly embrace customer-centricity.
The advantages of customer-centric business are well documented. Still, many companies struggle to center their customers in their strategies. Customer portfolio management provides a framework for achieving customer-centricity. Fred Selnes and Michael D. Johnson, in their new book Customer Portfolio Management: Creating Value With a Large Leaky Bucket of Customers, expand on this framework. They explain why customer retention strategies outperform acquisition-focused approaches. And they encourage companies to develop more sophisticated customer analytics beyond simple metrics.
In this webinar, you will learn:
- Why many companies fail to implement proven customer-centric strategies.
- A practical approach for centering customers through customer portfolio management.
- How to balance customer acquisition versus retention — and why defensive strategies deliver superior results.
- How to develop meaningful customer analytics with predictive AI tools and causal models.