Intermediate level · Module 2: Customer Analytics · Lesson 3 of 3
Customer Value and Feedback
Estimate what customers are worth and combine numbers with what customers say.
In this lesson you will
- Estimate simple customer value
- Combine feedback with behavioural data
Key concepts
customer valueacquisition costsatisfaction surveysqualitative feedback
The lesson
A simple customer value estimate: average monthly margin per customer × average months they stay. Compare it with what it costs to win a customer.
Numbers show what customers do; feedback explains why. Short surveys, complaint logs and conversations reveal reasons behind churn.
Use both: a drop in retention plus complaints about stock-outs points to a clear fix.
Step by step
- Calculate average monthly margin per customer.
- Estimate average customer lifetime.
- Compare with acquisition cost.
- Review feedback for reasons behind churn.
Practice activity
Write a customer analytics summary with segment actions.
Expected result: A summary combining value estimates, retention and feedback.
Check your understanding
-
How is simple customer value estimated?
Show answer
Average monthly margin per customer × average months they stay.
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Why combine feedback with behavioural data?
Show answer
Behaviour shows what happens; feedback explains why.
Taught live by an instructor — online or in person. Free course lessons are for self-study and do not lead to a certificate — see registration options.