Ruurd Dam is part of Capgemini Digital, Insights & Data and leads a global team of data scientists and business analysts on Customer Value Analytics. We, a culturally rich team, deliver insights for sales, marketing and customer service officers. For instance to acquire new customers by implementing innovative customer sourcing/profiling models, to increase profitability of the existing customer base by building cross sell, up sell or next best action models and to retain customers by identifying churn drivers and building churn propensity models.
In my definition, CVA is the science and art of converting data into insight that can be used to drive a great customer experience or, to make a fact based and decisive impact on customer journeys.