Allison Hartsoe

Allison Hartsoe, managing director at EY and author of The Age of Customer Equity, dives deep into customer lifetime value and its significance in revenue forecasting. She discusses the need for a nuanced understanding of customer behavior to drive growth. By employing a maturity model, Hartsoe highlights how to assess CLV accurately while integrating digital data. She also reveals the challenges organizations face in implementing customer equity strategies and emphasizes the importance of emotional connections in leveraging customer insights.