Passive Attrition

One of the most powerful aspects of CVA analysis is discovering revenue at risk.

The potential for revenue loss can be identified by analyzing levels of satisfaction and preference in relationship to current revenue to determine which customers are vulnerable to competitive intrusion. Knowing what revenue is currently yours, but at risk, allows management to make intelligent decisions on investment levels required for retention of your current customers.

Moreover, because of the links between your internal process metrics and CVA, you know what processes have the highest pain points for customers and where to focus your improvement initiatives. With a CVA program, you have solid evidence of what processes need improvement and what the potential value of improving them is.

As all savvy business leaders know, protecting revenue from walking out the door to competition is more cost-effective than acquiring new customers.

With CVA, you have the business intelligence that allows you to do both.