GfK features in Raconteur's Customer Experience and Loyalty report

Customer equity is no longer about products or services, but experiences and relationships. So why do some companies still fail to connect this with bottom-line performance?

Customer equity, or the profit-based lifetime value of your customer base, is where your firm derives its value. But today’s marketing departments are not always well organized enough to manage this critical metric.

All too often, customer and brand experience are managed by separate teams in organisations. We think this has to change, given that a customer is a recipient of both the customer experience and the brand strategy.

The person who sees your ads is the same person who visits your store, interacts with you virtually and experiences your offerings. Therefore, it is crucial that businesses better integrate brand and customer experience management to build more sustainable customer equity.

Click here for the full article from Raconteur's Customer Experience and Loyalty Report or visit our Brand and Customer Experience webpage for more information.