Well done for a very comprehensive article Silviya. A question that springs to mind.........Who would you expect to take ownership of the measurement of clv and would this same person be responsible for driving actions from the metric? Thankyou.
Nice post. Standard practice appears to be purchasing the technology, implementing the technology, and then and only then thinking about the user experience. Talk about putting the cart before the horse!!!!!!
This is a very thought provoking blog. I would like to know whether you think these outside in metrics would make the relationship between marketing & finance better. All of this is very sensible stuff but I wonder whether non-marketing departments are used to a particular set of metrics and by changing them you might confuse the people that you are relying on for investments in marketing. Perhaps they should just send the finance team a link to this article!
Customer experience management is in danger of disappearing up its own backside. There are so many UX consultancies these days that are speaking an entirely separate language to the real world customer. It's like some kind of cult.
I completely agree Graham. They should be giving customers the tools to get their jobs done and achieve the goals they want to achieve. All this nonsense about designing EMOTIONS is emperor's new clothes stuff.
if I agreed to sharing data with a business that then proceeded to distribute my data to partners. i can see how partner ecosystems would benefit and then the customer could benefit as a result but many customers would roll their eyes at this and think here we go this is the thin end of the wedge now.
I agree that insight and understanding must be a problem but I am not so sure it would be the number one problem, which I think is customer acceptance of value based pricing. i think that that kind of pricing model would be a hard sell to customers. how to explain that you are going to pay more for the same product than another customer. tough job.
Surely privacy shouldn't be so hard to achieve? Yet every community appears to have the same problems and has little regard for data protection. I am not on Google+. Heaven forbid that I should provide Google with more of my data than they already have. But from a colleague I have seen that it is easier to close down and delete your account than it is to change privacy settings. I know which option I would opt for.
Good question to pose, but there can't be a single answer to this - some organisations might operate in a market where they have the time to build out their CVP in a comprehensive manner. For others, the risks of a half-baked CVP may be less damaging than taking too long to come to market.
My answers
Well done for a very comprehensive article Silviya. A question that springs to mind.........Who would you expect to take ownership of the measurement of clv and would this same person be responsible for driving actions from the metric? Thankyou.
Nice post. Standard practice appears to be purchasing the technology, implementing the technology, and then and only then thinking about the user experience. Talk about putting the cart before the horse!!!!!!
This is a very thought provoking blog. I would like to know whether you think these outside in metrics would make the relationship between marketing & finance better. All of this is very sensible stuff but I wonder whether non-marketing departments are used to a particular set of metrics and by changing them you might confuse the people that you are relying on for investments in marketing. Perhaps they should just send the finance team a link to this article!
Customer experience management is in danger of disappearing up its own backside. There are so many UX consultancies these days that are speaking an entirely separate language to the real world customer. It's like some kind of cult.
I completely agree Graham. They should be giving customers the tools to get their jobs done and achieve the goals they want to achieve. All this nonsense about designing EMOTIONS is emperor's new clothes stuff.
if I agreed to sharing data with a business that then proceeded to distribute my data to partners. i can see how partner ecosystems would benefit and then the customer could benefit as a result but many customers would roll their eyes at this and think here we go this is the thin end of the wedge now.
I agree that insight and understanding must be a problem but I am not so sure it would be the number one problem, which I think is customer acceptance of value based pricing. i think that that kind of pricing model would be a hard sell to customers. how to explain that you are going to pay more for the same product than another customer. tough job.
Agree with this. good poitns.
it's going to be important but i don't see many orgs doing much other than a bit of twitter chat. spose it is early days.
Surely privacy shouldn't be so hard to achieve? Yet every community appears to have the same problems and has little regard for data protection. I am not on Google+. Heaven forbid that I should provide Google with more of my data than they already have. But from a colleague I have seen that it is easier to close down and delete your account than it is to change privacy settings. I know which option I would opt for.
Good question to pose, but there can't be a single answer to this - some organisations might operate in a market where they have the time to build out their CVP in a comprehensive manner. For others, the risks of a half-baked CVP may be less damaging than taking too long to come to market.