Real customer value is created by constantly listening to customer needs and adapting the business to deliver them.
Leading organisations constantly explore new ways to develop insights across customers and markets, pushing boundaries by creating value propositions around their ability to truly understand the customer and identify real life problems to be solved efficiently. They do this by continually testing different ideas on different customers and measuring the effect on a variety of dimensions such as customer relevance, opt-out, satisfaction, revenue, utilisation and churn.
Measurement enables these businesses to learn about which ideas work best for each customer and which do not. These learnings are used to refine their ideas for the next testing cycle and continues the thirst for knowledge about what resonates best with each customer to maximise their value and engagement.
This continual test-learn-refine methodology is central to their business credo and permeates everything they do, including their thinking, product design and manufacturing, customer relationship management (CRM), sales, analytics, service and marketing.