Is Customer Lifetime Value (CLV) driven by Care more than Sales or Marketing

While the CMO rightly increasingly “owns the customer” in many companies, what all the research shows really defines the customer’s perception of Lifetime Customer Value is the ongoing Care Experience.

That’s right the Customer’s Perception of your Lifetime Value to them (CCLV I call it) DRIVES the Customer Lifetime Value (CLV) value to you. Lots of companies measure CLV to the company, how many use the voice of the customer to measure the outside in view from the customer

If you do it quickly becomes obvious that while marketing awareness and engagement and sales generation activities are critical and the experience at the moment of sale is crucial ONE BAD CARE INTERACTION can ruin it all.

So make sure your Digital Customer strategy focuses on Care as much as Marketing and Sales