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Customer Management

Diminishing customer loyalty is a defining feature of today’s competitive landscape. However, simply acquiring more customers would not address the core issues of reduced loyalty. According to marketing gurus, acquiring new customers costs nearly thrice as much as retaining existing ones. Marketers must understand the drivers of loyalty and value, and transform their organizations into a customer-centric enterprise.

Several factors impact customer loyalty and value. Today's customers are literally spoilt for choice. Their attention spans have decreased dramatically and they perceive fewer real product differences. Meanwhile competitors try to attract your best customers through offers that meet their unstated needs or through price-wars. In addition, with the advent of the Web 2.0, customers have gained substantial bargaining power, since they readily compare competitor prices, product attributes and service quality, and make more informed decisions.

LatentView can help you become more customer-centric by assisting you in creating and institutionalizing a data-driven approach to managing customer relationships. Our solutions enable you to understand the drivers of customer behavior and potential, and then act on these insights at the “moment of truth”. By exploiting the power of analytics, you can efficiently acquire the right customers, maximize their value, and profitably retain your most valuable customers.


LatentView recommends using Customer Lifetime Value (LTV) to implement an effective marketing strategy:

Estimate LTV Calculate LTV for each of your customers (Alternatively, LTV can be computed for each demographic, profitability or behavioral segment)
Define Segments Identify target segments by combining LTV with other variables such as demographics, profitability, or behavior. For each segment, define marketing objectives in terms of profitability, retention rate, wallet-share, cross-sales, or up-sales.
Customer Strategy for each Segment Identify appropriate loyalty programs, targeted offers, or other services that customers could value, which could lead to maximizing the LTV
Test Marketing & Continuous Improvement Undertake controlled test marketing before roll-out. Measure performance of each segment and adjust the customer strategy over time as market conditions change decision making throughout the organization

Data-driven customer management combines elements of marketing strategy, marketing operations and analytics. LatentView brings together the marketing, analytics and data management skills needed to help you transition to a more customer-focused, customer-centric organization