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Customer LifeTime Value

Matchi Trend Report - Digital Account Origination

Fintechs have enhanced the traditional metric of customer lifetime value away from the single point Net Promoter Scores to include behavioural characteristics and alternative sources of data klike social media

CLV has been traditionally measured only from the point of view of the individual’s value to the firm. These calculations are well documented although there is a strong assumption regarding loyalty and longevity that underpins this. (SAS has a comprehensive existing solution). However, it is recognised that the propensity of an individual to influence sales in his network also has inherent value for the firm.

The best known of these is the Net Promoter Score (NPS) developed by Bain in 2003. The advantage lies in its simplicity although its shortcomings are also well documented.

Another version is the Customer Referral Value (from an HBR article) where customers were segmented according to their likelihood to refer others. Other companies have also created similar referral metrics. Indeed, there seems to be no universally accepted metric for this. It seems that a framework has to be developed peculiar to the company and a method required to extract relevant data and combine them into a single metric.

However, all of these historically used internally generated survey data. Fortunately the advent of publicly available large data sets has changed this as has the ability to analyse such large and disparate sets.

Some solutions

Access to other databases and ability to combine them to give richer data sets

More on Matchi: Matchi is a global fintech innovation match-making firm, since 2013. Matchi has worked with over 100 leading banks and insurance companies (FIs) around the world, and has a database of over 2,500 fintech firms. Matchi provides both a highly curated portal of fintech solutions, as well as bespoke projects for FI clients to source targeted fintech solutions aimed at the FIs focus areas / pain points. The global Matchi team has run Innovation Challenges and Market Scans for multiple FIs around the world, in markets as diverse as Canada, Japan and India, as well as searches in other geographies.

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