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1. 89%90% of companies agree or strongly agree that
efficiency (e.g., automation, timely access to
expertise and communities) is an objective of
their digital transformation strategy
of companies agree or strongly agree that
improving the customer experience or customer
engagement is an objective of their digital
transformation strategy
47%95%
of companies say measuring
Customer Lifetime Value is
essential to their business
strategy
of managers say Customer
Experience Management is
important to their
organization2
Organizations State
Customer Lifetime
Value is a Highly
Effective Measure...
Customer Retention 82% 67%
Customer Advocacy 77% 62%
Revenue Growth 82% 74%
Profitability Growth 83% 62%
vs
vs
vs
vs
Those That Do Those That Don’t
Companies that focus on
Customer Experience and measure
Customer Lifetime Value outperform those that don't 2, 3
To measure profitability
56%
To monitor cost reduction
initiatives
51% To compare customer
segments to each other
56%
To justify new technology
investments
58%
But it’s Not Always
Easy to Measure
Customer Lifetime
Value
of organizations claim
too many challenges
collecting the data
33%of organizations claim to
have insufficient technology
to support the initiative
38%
of organizations view Customer
Effort Score as an essential key
performance indicator
40%
1. Strategy, not Technology, Drives Digital Transformation Becoming a Digitally Mature Enterprise, MITSloan Management – 2015 Digital
Business Global Executive Study and Research Project
2. Global Report: Missing Customer Expectations? Dynamic Markets Research sponsored by Avaya, 2014,
3. All other data sourced from Frost & Sullivan research: The Significance of Customer Engagement: An Investigation into Customer Lifetime
Value (CLV), Frost & Sullivan, 2015.
About Avaya
Avaya is a leading, global provider of customer and team engagement solutions
and services available in a variety of flexible on-premise and cloud deployment
options. Avaya’s fabric-based networking solutions help simplify and accelerate
the deployment of business critical applications and services.
For more information, please visit www.avaya.com
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The Significance of Customer Engagement:
An Investigation into Customer Lifetime Value (CLV)
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