As loyalty marketers, it’s essential that we have access to both the financial models and the financial language we need to educate senior executives on the incredible value generated from our loyal customers, and ensure that our customers are valued as the “strategic asset” they are.
Academic leaders such as Peter Fader, Professor of Marketing with the Wharton School at the University of Pennsylvania, are increasingly helping both companies and investors to understand the future lifetime value of customers (not just historic revenues) when valuing a firm.
This work has led to innovative concepts such as “Customer Based Corporate Valuation” (CBCV), an industry-leading concept that will undoubtedly become an essential framework for future loyalty marketers.
Listen to learn about Professor Fader’s fascinating work across the loyalty industry with implications for both the academic and business sides of our industry.
Previously on Let’s Talk Loyalty — #141: Loyalty Excellence and Innovation with AA Smartfuel New Zealand