Last month's column emphasized the importance of presenting information that is personalized, actionable and meaningful - in short, relevant - in a customer value dashboard. But that's not all. Dashboard contents need to meet other conditions to be truly useful.
Fresh means more than just showing the latest information available. The dashboard must highlight the implications of that information. For example, new customers from different sources may be known to perform differently in terms of subsequent purchases. When the mix of customers changes, the dashboard needs to show the expected impact of the new mix on future revenues, not simply report the mix change or, worse still, just the total revenue from the current month.
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