The Financials of CVA

A robust CVA program analyzes the relationship of customer attitudinal measures directly with the customers’ revenue performance with your business. A priori, which measures are most highly correlated with and predictive of revenue cannot be known. The relationship between revenue and customer measures are analyzed and tested as an integral part of the CVA Process.

At CIR, we measure and analyze several high level customer metrics to guide our clients on which measures are most predictive.

We believe that showing you where the money is is what CVA is all about.