The sheer breadth of customer data available to the average seller today can actually become a problem. When your head is up in the clouds marveling at the vast expanse of rich data, it’s easy to become disconnected from the traditional sales process. Every purchase becomes a stat, and every customer just a cog in your machine.
There’s a huge problem with this development, and it can be encapsulated in just one word: churn. It’s all too possible to get so granular with the analytics that you lose sight of the bigger picture and miss out on the immense value that just one loyal customer can provide.
Given that future customers aren’t guaranteed, and a business with a high churn rate will struggle to grow, you need to make a concerted effort to squeeze maximum return from every customer. But how do you do it? By paying attention to all stages of the Customer Value Journey. Let’s see what we can achieve in just 6 steps: