Customer Base Audit
Description
The Customer Base Audit methodological framework, built by leading researchers in the field, provides a structured approach to evaluating and optimizing customer relationships over time. By analyzing customer data through five key lenses, we translate raw data into actionable insights that enhance marketing strategies and customer experience initiatives.
For marketing professionals, it refines segmentation, optimizes targeting, and improves campaign effectiveness. For customer experience leaders, it identifies loyalty drivers, friction points, and behavioral shifts, guiding improvements in personalization and retention strategies.
With both descriptive and predictive capabilities, the audit answers key questions:
• Customer Health: How stable and profitable is our customer base?
• Customer Quality Over Time: Are we attracting and keeping high-value customers?• Behavioral Insights: What patterns explain changes in performance?
• Strategic Influence: How well are we shaping customer behavior toward long-term engagement?
Value
Improved decision-making based on actual behavior
Platform for creating a shared customer strategy across silos
Uncover hidden risks in customer retention before they impact revenue.
Robust way of determining how sustainable the relationship is with your customers
Example Ouputs
Process
