This article in Harvard Business Review on why we should invest heavily in our relationships with customers really resonates with me. The value of customers to an organisation goes far beyond revenue generation or reduced costs incurred from business development and marketing. For innovative and forward-thinking organisations, there is little doubt that working in partnership with customers adds real value in shaping and developing your product or service offering for the better. At Invenias, our customers play a leading role in ensuring the Invenias platform constantly evolves and offers outstanding solutions to the challenges facing the executive search profession. The quote "innovation must be seen as an investment in the human capital and capabilities of customers" is particularly powerful.
Our customers become much more valuable when… * they give us good ideas * they collaborate with us * they try our new products The best investment you can make in measuring customer lifetime value is to make sure you’re investing in your customers’ lifetime value.