DIGITAL FIRST™ BUSINESS

INTRODUCING
CUSTOMER ID AND EXPERIENCE ID

C.Digital Mastermind for CX

Building on the new Customer Engagement Value by building the best practices for Customer Lifetime Value (CLV) and introducing Experience Lifetime Value (XLV).

CUSTOMER ENGAGEMENT VALUE (CEV)

C.Digital Mastermind for Customer Experience Best Practices. Comparing Customer Lifetime Value (CLV) and Experience Lifetime Value (XLV)
CEV diagram
Experience ID and Experience Lifetime Value (XLV) are the trademarks of Virtuos.

CUSTOMER LIFETIME VALUE

Customer Lifetime Value (CLV) can be measured in the following way:

  • Identify the touchpoints where the customer creates the value
  • Integrate records to create the customer journey
  • Measure revenue at each touchpoint
  • Add together over the lifetime of that customer

EXPERIENCE LIFETIME VALUE

Experience Lifetime Value (XLV) on the contrary can be measured as under:

  • Identify the self-service channels and experience gain
  • Track CX (customer advocacy or reviews) that has impact
  • Measure CSAT at each touchpoint
  • Add together over the lifetime of the experience journey

WHAT IS EXPERIENCE LIFETIME VALUE

The “Experience Lifetime Value (XLV)” — also known as “Customer Engagement Value (CEV)” is the ability to combine and orchestrate business decisions, technology capabilities, and organizational policy and structures to clearly and measurably drive customer satisfaction, loyalty, and advocacy.

Executive leaders driving XLV / CEV outperform peers in financial measures.

High XLV / CEV capability serves as a “barrier to entry” for the competition.

New competitors are likely to be technology-driven with customer engagement as their key differentiator.

Customer Expectations

Understanding it or even anticipating and staying ahead of it — continuously.

Customer Centricity

Driving the enterprise's strategy and decision making around these expectations and...

Customer Experience (CX)

Delivering a superior CX as a competitive differentiator.

XLV LEADERS OUTPERFORM IN FINANCIAL MEASURES

Understanding and meeting (or exceeding) the expectations of the customer will be the difference between enterprise success and failure in a digital-business-driven world.

A Customer Engagement Hub Drives XLV

A "Customer Engagement Hub" is a technology and process initiative that supports personalised, contextual customer engagement, whether through a human, an artificial agent or sensors, across all interaction channels.

Across Systems

is a architectural framework that ties multiple systems together to optimally engage the customer.

Across Channels

allows personalised, contextual customer engagement, whether through a human, an artificial agent or sensors, across all interaction channels.

Across Departments

reaches and connects all departments, allowing, for example, the synchronization of marketing, sales, and customer service processes.

BOARD ACTIONS FOR ENHANCED CUSTOMER ENGAGEMENT

  • Assign a board member as the “evangelist” responsible for XLV.
  • Ensure executive management is focused on driving cultural transformation across enterprise silos with a coordinated focus on the customer.
  • Task executive management with evaluating the success of XLV initiatives and investments by measuring increases in customer retention, revenue/customer, and profitability/customer.
  • Establish a quarterly reporting mechanism to the board on XLV improvements (e.g., using NPS as a measure).
  • Make XLV improvement a key performance measure for top management.
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