Are we oversimplifying customer segmentation and treatment strategies? SAS Marketing Director Jonathan Hornby thinks so. He also believes customer lifetime value should include an understanding of sentiment, influence and the value of collaboration with your customers. In fact, if you're not factoring these items into your customer segmentations, you're probably mis-segmenting your customers.
Watch the video below, from a recent Forbes presentation in Poland, to learn more. I've attended a few of Jonathan's executive speaking events in the past, and I always find his presentations interesting and engaging. I hope you do too.