Managing for customer lifetime value is a wonderful ambition, but remains a pipe dream for most companies
Managing a customer’s lifetime value is a wonderful ambition, there’s just one problem: In practice, it’s next to impossible. The ways companies are organized, make decisions and track information create huge barriers. Still, there are other ways to understand the intrinsic value of customers that circumvent these hurdles. While they surely aren’t as precise as measuring customer lifetime value, they nonetheless can provide powerful insights and help management make better, more customer-focused decisions.