Moving Forward by Looking Forward: Customer Value Management in 2008 and Beyond

The Rosetta Stone of business is the ability to accurately predict each customer's "future value" to business performance. And while a customer's future value is somewhat related to their past behavior, it is curious how much time business leaders spend gazing in the rear view mirror when what they

Customer Value Management is my vision for 2008 - applying the right level of resources at the right time in the best way to meet the needs of current and prospective customers. While ambitious, this goal can be achieved by basing our decisions on an in-depth understanding of our customer's value to the organization today, tomorrow, and into the future.

ATi's predictive analytics and proprietary technology delivers a sophisticated understanding of customers and provides insightful, forward-looking predictions based on comprehensive data from all areas of the organization. These include costs, revenues, sales cycles, demographics, and attitudes, as well as data obtained from external sources. ATi ensures that each dimension is measured in terms of its contribution to future customer value to the individual departments and the organization overall, while enabling actionable and better decisions at the departmental and managerial level.

Yes, the future is here.

Our customer value management analytics allow ATi and our customers' resources to be used more efficiently and effectively, such that customer needs are satisfied and business goals are achieved. Naturally, trade-offs among resources are necessary, and making trade-off decisions becomes more strategic and straightforward when the likely outcome can be predicted with confidence. The ATi solution actively learns from new data in real-time providing clients with up-to-the-minute insights into the future viability and impact of various marketing activities on customers' behaviors.

Organizations waste valuable resources by focusing attention on non-profitable activities. For example, in our experience, we see companies focus on "loyal" customers even when they do not yield the best possible ROI. ATi provides the insight to be able to understand customers from multiple perspectives to avoid costly mistakes.

In some instances clients discover their actual customer profile is not aligned with their desired or ideal target market We establish a number of business objectives and then measure how well each customer contributes to these objectives and the positive impact each has to our business.

A vision is forward-looking and must be supported with reliable predictions and accurate levels of confidence. Predicting the appropriate resources to be applied to the right customer at the right time is now a realistic and achievable goal.

It is my vision to extend All's practices and solutions to other organizations that wish to see beyond today's horizon. These companies must be ready to embrace predictive analytics as more than visionary. They must place customer value management and the ability to predict future behavior as a vital centerpiece to gain a competitive edge and to achieve superior levels of business performance and profitability in 2008, and beyond.