Tag
cx-roi
7 posts. All topics.
- Customer Analytics
Is customer lifetime value a waste of time? Only when misused
Customer lifetime value is a forecast, not a measurement. When it wastes a CX team's time, when it earns its keep, and how to build a number you can defend.
- Customer Analytics
Measuring customer experience with control groups: how to hold out
Control groups in customer experience measurement are the honest way to show a change caused a result. How to hold out without A/B tools, and what breaks it.
- Field Notes
Beating the fallacy of cheap marketing
Cheap marketing is nearly free to send and expensive per unsubscribe. Why counting only the outbound cost misleads, and a cost-per-annoyed-customer habit.
- Customer Experience
Content marketing metrics: measuring impact beyond the sale
Content marketing metrics stop at the sale. A fifth bucket, experience and retention, covers help, onboarding and renewal content and how to measure it.
- Customer Analytics
Customer experience measurement: is your program worth the effort?
Customer experience measurement decides whether a program survives year two. Rule 7 of no-excuses CX: three questions, a comparison group, one page a month.
- Customer Analytics
Customer lifetime value strategy: grow your business, no excuses
A customer lifetime value strategy turns the seven no-excuses rules into arithmetic: estimate value by segment, build a value-at-risk table, act on it.
- Customer Analytics
Using lifetime value in a short-term environment: leading indicators
Customer lifetime value leading indicators show up inside a quarter. How to find them, validate them against old cohorts, and turn them into value at risk.