Customers for Life: Technology Strategies for Attracting and Keeping Customers

Fostering close relationships and experience that lead to customer loyalty isn’t just good for a brand’s reputation; it’s good for its bottom line. However, organizations are slow to wake up to the bottom-line benefits of attracting customers for life.

To shed light on this issue, Forbes Insights, in association with Sitecore, conducted a survey.

Key findings include:

  • Customer Lifetime Value metrics are recognized for their value in strategic planning for acquisition, retention, and revenue  –  but slow on the uptake
  • Organizations may recognize the importance of a strategic approach to keeping customers for life  –  but marketing and technology executives are often left out of the process
  • Developing a single customer view is a top organizational priority  –  technical challenges including a multiplicity of systems, fragmentation of data, and the resulting silos slow progress
  • Silos and a lack of integration among teams also pose challenges  –  hindering the delivery of personalized customer interactions

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