Measuring, Managing, and Monetizing a Company’s Most Precious Assets
Many business leaders today recognize that customer-centric business strategies are a more sustainable approach to achieving a long-term competitive advantage than a focus on product innovation or operational excellence. Not surprisingly, enhancing customer relationships is a top priority for many companies today.

Central to this strategic positioning is the concept that customers are assets and—like any other corporate asset—can serve as an avenue to increased profitability if their value is properly measured, managed, and monetized. For example, understanding the value of individual customers allows a company to refine its acquisition tactics, thus securing new customers who are most likely to become highly profitable over time; to focus investments among existing customers, in order to realize their full growth potential; and to maximize the retention of its most valuable customers.

Despite widespread acknowledgement among academics and practitioners that a strategy built on customer value spurs business success,6 companies still struggle with the measurement, management, and monetization of customer value. The numerous challenges include:
• Transitioning to a strategy built on customer centricity
• Creating an organizational culture that recognizes the importance of the customer
• Orienting organizational functions to work in concert to implement a customer strategy
• Modifying internal processes to support the delivery of excellent customer experiences
• Aligning marketing expenditures against select customers to maximize value
• Collecting customer data at the individual level
• Modeling the future value of individual customers

read the Report:  09 – Customer Value – Measuring Managing and Monetizing