The Financial Impact of CVA

Once the most salient and predictive customer measures have been analyzed and tested for their relationship to financial metrics, the CVA Process quantifies revenue lift associated with percentage points of lift in the customer measure(s).

In the example above, a half-percentage-point lift in Customer Value yields an 8% increase in revenue (actual client example).

Other customer measures are positively predictive as well:

• Customer Relationship (a composite measure of customer metrics)
• Likelihood to Recommend (your company to colleagues)
• Likelihood to Continue Business (with your company)
• Likelihood to be Prime Supplier (highest share with your company)