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A customer portfolio can be seen as a contact list for the next campaign, or as a source of future value that needs to be cared for and developed.
In this video
- As with a bank account, a portfolio has three movements: acquiring new relationships, sustaining existing ones and developing their value.
- If relationships break off before they consolidate, the company has to keep acquiring customers to make up for what it loses.
- Like an investor, we need to distinguish which relationships we are building, what we can expect from them and where it makes sense to invest.
- Investing in the relationship is not only making offers: it can mean guidance after the first purchase, solving a difficulty or ensuring availability.
- Customer Value Management connects acquisition, retention and development with investment decisions.
Transcript
A company can look at its customer portfolio as a list of contacts for the next campaign. Or it can manage it as a source of future value that needs to be cared for and developed. Think of a bank account. Its balance depends on what comes in, on what goes out, and on the returns generated by the invested capital.
In a customer portfolio there are also three movements: acquiring new relationships, sustaining existing ones, and developing their value. Attracting customers brings new business possibilities. But if relationships are interrupted before they consolidate, the company needs to keep acquiring customers to make up for what it loses.
And preserving a portfolio does not mean taking advantage of its opportunities for development either. An investor does not evaluate a portfolio only by the number of assets. They consider its value, its prospects, and its risks. With customers, we also need to distinguish which relationships we are building, what we can expect from them, and where it makes sense to invest.
That investment can be better guidance after the first purchase, resolving a difficulty, ensuring availability, or meeting a need we are not yet covering. The relationship develops when the customer finds reasons to continue and the company can do so profitably. That is Customer Value Management: managing the value of the portfolio, connecting acquisition, retention, and development with investment decisions.
The vision of Radar Insights is to help understand the value of each relationship, its timing, and its opportunities, in order to guide those decisions. Your customer portfolio deserves more than the next campaign. Radar Insights. Where Data Becomes Strategy.
Where does your portfolio need more attention?
If these ideas apply to your business, let’s talk.
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