Key Strategies for Customer Value Management (CVM)

This article takes a deep dive into projection, attribution, acquisition, development and retention strategies that are essential to maximizing customer value. These approaches help companies better forecast, understand and optimize every stage of the customer journey, leveraging advanced tools such as Scal-e’s Customer Data Platform (CDP).

Anticipating to Create Value

Predictive strategies are crucial for anticipating customer behavior using tools such as predictive calculations and artificial intelligence (AI). The goal is to forecast future actions in order to maximize customer lifetime value (CLV). Modern solutions integrate advanced capabilities to achieve this.

Predictive calculations: Machine learning algorithms make it possible to predict the best moment to offer a product or service to a customer. For example, some applications analyze behavioral data to identify cross-sell and upsell opportunities, which helps increase average order value. When this data is centralized in a CDP, it provides a clearer picture of customer expectations and makes it possible to project them into future actions.

Artificial intelligence for Next Best Action: AI is used to determine the next best action to take with each customer. This might involve serving personalized recommendations through their preferred channel (SMS, email, social media). Scal-e supports this omnichannel orchestration thanks to an architecture designed for seamless data activation.

Attribution and Contribution Strategies: Measuring What Creates Value

Attribution strategies help clarify how each touchpoint contributes to creating customer value. Identifying the most effective channels and interactions is critical to improving marketing efficiency.

Multi-touch attribution models: Attribution tools make it possible to credit a conversion to several touchpoints along the journey. For example, these models can be configured to assess the contribution of different sales channels and compare their performance. When this data is injected into the CDP, it can be visualized and reused as segments by marketing teams to increase customer value.

Channel contribution: The Scal-e platform offers customizable dashboards that help track the performance of each channel. This enables marketing resources to be reallocated effectively based on the channels that generate the greatest impact.

CVM Development Strategies: Growing Customer Value

Once customers have been acquired, growing their value becomes a priority. Scal-e particularly excels at activating customer data to personalize interactions and strengthen loyalty.

Cross-selling and upselling: Scal-e uses advanced segmentation to identify cross-sell and upsell opportunities. Scoring models, for example, make it possible to target customers most likely to buy accessories or complementary products.

Loyalty and referral programs: Loyalty programs can be boosted with Scal-e’s gamification features, rewarding both transactions and relational interactions. This helps deepen customer loyalty and maintain an engaging, ongoing relationship.

Retention Strategies: Keeping Customers Engaged

Customer retention is a cornerstone of any successful CVM strategy. Scal-e provides powerful tools to identify and reduce churn risk.

Anti-churn techniques: Scal-e’s modules use scores to detect early warning signs among at-risk customers. This makes it possible to flag risk quickly and take targeted actions to sustain engagement.

Re-engagement campaigns: Thanks to Scal-e’s 360-degree customer view, companies can craft messages tailored to each customer’s historical preferences, significantly improving the effectiveness of re-engagement campaigns.

Conclusion: Embedding a Holistic Approach to Customer Value Management

Attribution, development and retention strategies, when combined with a CDP such as Scal-e, form a holistic approach to optimizing Customer Value Management. The Scal-e platform centralizes and activates customer data, giving businesses advanced analytical and operational capabilities to transform customer relationships and maximize long-term profitability.