Converted: The Data-Driven Way to Win Customers’ HeartsI recently read this book by Neil Hoyne, Chief Strategist at Google. According to Hoyne, the top companies are shifting from simply sending quick messages that ask for an immediate response (CTA) to engaging in deeper, long-term conversations with their customers. He emphasizes the importance of identifying your customers and predicting their "Customer Lifetime Value" (CLV). From there, it's about deciding who you want to build a deeper and long-lasting relationship with. Is it the customer segment that makes up 80% of your revenue, or the smaller 20%? It sounds obvious but learning how to develop an effective program requires skill. “Don’t treat anybody equally. Be deliberate and precise in whom you target and how. Don’t slam the door on any of your customers. But don’t break out the good whiskey for all of them, either.”
