Customer value analysis drives strategy. A forty-hour Saturday analysis day quantifies it.
A IPTV reseller in Germany spends forty hours on the third Saturday of every month analyzing customer value.
He analyzes: value by acquisition source (8 hours), value by plan type (8 hours), value by usage (8 hours), value by tenure (8 hours), and value by support tickets (8 hours).
His Panel IPTV provider's customer value is understood at a granular level.
A Revendeur IPTV who never analyzes customer value doesn't know which customers are most valuable. He treats all customers equally. He under-serves valuable ones.
Here's what the value analysis revealed. A reseller discovered that customers acquired through Reddit had 3x higher value than customers acquired through Facebook. He shifted his marketing budget to Reddit.
The practical implementation is simple. Block the third Saturday of every month, 9 AM-1 AM (next day). "Full Customer Value Analysis Day." Use the five tasks above. Double down on high-value segments. Reduce investment in low-value segments.
What actually works is tracking customer value in real-time. Then the monthly analysis is just a summary.
I learned that value analysis drives growth. The Forty Hour Saturday Provider Full Customer Value Analysis Day drives it.
Honestly, analyze your customer value this Saturday. Your IPTV reseller strategy will improve.