{"id":4311,"date":"2019-10-02T16:35:49","date_gmt":"2019-10-02T15:35:49","guid":{"rendered":"http:\/\/whataboutthecustomer.com\/?p=4311"},"modified":"2019-10-17T22:22:55","modified_gmt":"2019-10-17T21:22:55","slug":"customer-centricity-and-customer-valuation","status":"publish","type":"post","link":"https:\/\/whataboutthecustomer.com\/de\/2019\/customer-centricity-and-customer-valuation\/","title":{"rendered":"Customer Centricity and Customer Valuation"},"content":{"rendered":"\n

Customer valuation and customer centricity need to go hand in hand, if a company wants to be and stay successful. We have been postulating for years now, that truly customer-centric companies have above average capabilities to create mutual value. This means that they generate high levels of value both for their customers (commonly called \u2018customer benefits\u2019 or \u2018net customer benefits\u2019) and for own organisation (usually called \u2018customer value\u2019). <\/p>\n\n\n\n

In addition to this, they have a strong focus on potentially valuable customers. This means that they are capable of identifying customers (or customer segments) that are particularly valuable to them over the course of their relationship with the organisation or have the potential to become valuable. This requires three things: <\/p>\n\n\n\n

Key requirements: <\/h4>\n\n\n\n
  1. Understanding that the development\nof a customer-centric organisation has a lot to do with numbers and math<\/li>
  2. Mastering sophisticated customer\nvaluation techniques<\/li>
  3. Collecting the right information\nabout (target) customers and storing them in a powerful system<\/li><\/ol>\n\n\n\n

    In an interesting recent interview about customer valuation and customer centricity, Peter Fader, Professor for Marketing at The Wharton School of the University of Pennsylvania, uses some of the same arguments. Among other things, he advocates that CMOs should be thinking like CFOs and embrace concepts like customer lifetime value. He argues that customer centricity does not mean to focus on any customer, but on the valuable ones. This will allow the company to create more value for itself and consequently allows it to generate a high level of benefits for its target customers. <\/p>\n\n\n\n

    Some resources on the topic<\/h4>\n\n\n\n