Is Customer Lifetime Value (CLV) driven by Care more than Sales or Marketing


When it comes to Customer Lifetime Value (CLV) customer care, sales and marketing all play key roles. However in this post Graham Clark, points to research that suggests a customers perception of Lifetime Value often is dependent on the ongoing customer care experience. It is important to realize that marketing (engaging the customer), and sales generating activities are critical to the experience of the customer but one bad customer care interaction can ruin it all. Clark writes, that companies should constantly seek ways to align strategies that focus on customer care just as much as marketing and sales.

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