Selecting Customer Value Dashboard Contents

Raab, David M.
February 2006
DM Review;Feb2006, Vol. 16 Issue 2, p46
The article offers guidelines for preparing a customer value dashboard. It is said that the information should be relevant to the recipient. Personalization is one component of relevance. Personalization recognize that different people need different information. The primary criterion for inclusion is whether the recipient can do anything with the information. Relevance requires that recipient understand why the information is being presented. Most information makes more sense when compared with something else such as budget or forecast. Variances can indicate opportunities as well as problems. Helping recipients to understand the true meaning of variance requires showing its long-term implications. The dashboard system must embed its metrics within a larger business model.


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