Innovation and Technology
What Companies Miss About Customer Lifetime Value

The Flaw in Customer Lifetime Value
Measuring Customer Value: A Flawed Metric
For managers and marketers alike, the power to calculate what customers might be worth is alluring. That’s what makes customer lifetime value (CLV) so popular in so many industries. CLV brings both quantitative rigor and long-term perspective to customer acquisition and relationships.
But despite its name, this popular metric is inherently flawed because it doesn’t account for how customers become more valuable to you over time – that is, how innovations that increase a customer’s capabilities make them more valuable.
Rethinking Customer Value
A simple exercise can help your team rethink how customer value should be measured and to see customers more as “value creating partners” than as “value-extraction targets.” It involves asking your team to complete a sentence that begins with “our customers become much more valuable when…” and going past immediate responses like “when they buy products” to responses like “when they give us good ideas” or “when they introduce us to new customers.”
A New Perspective
This exercise can help your team move away from a narrow focus on short-term transactions and towards a more strategic understanding of the long-term relationships you build with your customers. By recognizing that customers become more valuable over time, you can begin to design initiatives that nurture those relationships and create more value for both your business and your customers.
Conclusion
While customer lifetime value may have its limitations, it can still be a powerful tool for businesses looking to make data-driven decisions about their customer relationships. By taking a step back and rethinking how we measure customer value, we can start to see our customers not just as a source of revenue, but as valued partners in our business.
Frequently Asked Questions
Q: What is customer lifetime value?
A: Customer lifetime value, or CLV, is a metric that calculates the total value of a customer to a business over their lifetime.
Q: Why is customer lifetime value flawed?
A: CLV is flawed because it doesn’t account for how customers become more valuable over time through innovations that increase their capabilities.
Q: How can I rethink how I measure customer value?
A: Try asking your team to complete the sentence “our customers become much more valuable when…” and explore responses that go beyond immediate transactions.
Innovation and Technology
AI’s Emotional Limitations

Introduction to Emotional AI
AI is undoubtedly reshaping our lives, but there’s still a great deal of hype surrounding it. One of today’s most popular narratives is that machines are learning to understand human feelings and emotions. This is the domain of affective computing, a field of AI research and development concerned with interpreting, simulating and predicting feelings and emotions in an effort to navigate the complex, often unpredictable landscape of the human psyche. The idea is that emotion-aware AI will lead to more useful, accessible and safer applications.
Understanding Artificial Emotional Intelligence
First, what do emotions even mean in relation to machines? Well, the simple answer is that emotions are just another form of data for machines. Affective computing focuses on detecting, interpreting and responding to data on human emotional states. This can be gathered from voice recordings, image recognition algorithms trained on facial data, analyzing written text or even the way we move our mouse and click when shopping online. It can also include biometric data like heart rate, skin temperature and the body’s electrical activity. Emotional AI tools analyze patterns in this data and use it to interpret or simulate emotional interaction with us. This could include customer service bots detecting frustration or vehicle systems that detect and react to a driver’s state of mind.
The Complexity of Human Emotions
But emotions are complicated things that are highly open to interpretation (including across different geographies and cultures), and it’s often critically important that they aren’t misread. The more data an affective or emotional AI app has, the more closely it will simulate human emotion, and the more likely it will be to accurately predict and respond to our emotional needs. Data alone isn’t enough for a machine to be able to truly “feel.” In fact, research suggests that machines already process data much more quickly than our brains do. Instead, it’s the far greater complexity of our brains, when compared to even the most sophisticated artificial neural networks and machine learning models, that makes us capable of truly feeling and empathizing.
The Ethics Of Emotional AI
This raises some important ethical questions: Is it right to allow machines to make decisions that could affect our lives when we don’t fully comprehend their ability to understand us? For example, we might allow a machine to make us feel cautious or even scared in order to warn us against doing something dangerous. But will it know not to scare us too much, in proportion to the threat, in a way that could cause us trauma or distress? And will chatbots and AIs designed to act as virtual girlfriends, partners or lovers understand the implications of provoking or manipulating human emotions like love, jealousy or sexual attraction? Overstating the ability of machines to understand our emotions poses particular risks that will have to be given serious thought.
Risks And Rewards
Developing emotional AI is big business, as it’s seen as a way to deliver more personalized and engaging experiences, as well as to predict or even influence our behavior. Tools like Imentiv are used in recruitment and training to get a better understanding of how candidates will react to stressful situations, and cameras were used on the Sao Paulo subway to detect the emotional response of passengers to advertising. In one controversial use case, U.K. rail operator Network Rail reportedly sent video data of passengers to Amazon’s emotional analytics service without gathering their consent. The increasing prevalence and potential for invasion of privacy (of our thoughts, no less) has prompted lawmakers in some jurisdictions to take action. The European Union AI Act, for example, bans the use of AI that detects emotions in workplaces and schools.
Challenges and Limitations
One reason for this is the risk of bias — it’s already been shown that the ability of machines to accurately detect emotional responses varies according to race, age and gender. In Japan, for example, a smile is more frequently used to disguise negative emotions than in other parts of the world. This opens the possibility of AI driving new forms of discrimination — clearly, a threat that has to be understood and prevented.
Conclusion
While it’s clear that AI can’t truly "feel," dismissing the implications of its ability to understand our feelings would be a serious mistake. The very idea of letting machines read our minds by understanding our emotional responses will rightly set alarm bells ringing for many. It clearly creates dangerous opportunities that will be jumped on by the ill-intentioned. At the same time, affective computing may hold the key to unlocking therapies that can help people, as well as improving efficiency, convenience and safety in the services we use. It will be up to us, as developers, regulators or simply users of AI, to ensure that these new technological capabilities are integrated with society in a responsible way.
FAQs
- Q: Can machines truly understand human emotions?
A: No, machines can only analyze and simulate emotions based on data, but they cannot truly feel emotions like humans do. - Q: What is affective computing?
A: Affective computing is a field of AI research and development focused on detecting, interpreting, and responding to human emotional states. - Q: What are the risks associated with emotional AI?
A: The risks include invasion of privacy, manipulation of emotions, and potential bias in detecting emotional responses, which could lead to discrimination. - Q: Are there any laws regulating the use of emotional AI?
A: Yes, laws like the European Union AI Act ban the use of AI that detects emotions in workplaces and schools to protect privacy and prevent misuse. - Q: Can emotional AI be beneficial?
A: Yes, it can be used to improve therapies, enhance user experiences, and increase safety and efficiency in various services, but it must be developed and used responsibly.
Innovation and Technology
Industry-Specific Innovations

The future of work innovations is revolutionizing the way we work, with emerging technologies and trends changing the landscape of various sectors. In this article, we will explore the latest industry-specific innovations that are shaping the future of work. From artificial intelligence to blockchain, these innovations are transforming industries and creating new opportunities for growth and development.
Industry-Specific Innovations
The future of work is being shaped by industry-specific innovations that are transforming the way businesses operate. These innovations are not only improving efficiency and productivity but also creating new job opportunities and revenue streams.
Artificial Intelligence in Healthcare
Artificial intelligence is being used in healthcare to improve patient outcomes and streamline clinical workflows. AI-powered chatbots are being used to provide personalized patient care, while machine learning algorithms are being used to analyze medical images and diagnose diseases more accurately.
Blockchain in Finance
Blockchain technology is being used in finance to improve security and transparency. Blockchain-based systems are being used to facilitate secure and efficient transactions, while smart contracts are being used to automate business processes.
Internet of Things in Manufacturing
The Internet of Things (IoT) is being used in manufacturing to improve efficiency and productivity. IoT sensors are being used to monitor equipment and predict maintenance needs, while IoT-enabled machines are being used to optimize production processes.
Emerging Trends
Several emerging trends are shaping the future of work, including the gig economy, remote work, and upskilling. These trends are changing the way we work and requiring businesses to adapt to new realities.
The Gig Economy
The gig economy is a growing trend that is changing the way we work. With more people working on a freelance or contract basis, businesses are having to adapt to new ways of managing talent and resources.
Remote Work
Remote work is another trend that is changing the way we work. With advances in technology, it is now possible for people to work from anywhere, at any time. This is creating new opportunities for flexibility and work-life balance.
Upskilling
Upskilling is a critical trend that is shaping the future of work. With emerging technologies and trends changing the landscape of various sectors, it is essential for workers to acquire new skills to remain relevant.
Industry-Specific Use Cases
Industry-specific innovations are being used in various sectors to improve efficiency, productivity, and customer experience. These use cases demonstrate the potential of emerging technologies to transform industries and create new opportunities for growth and development.
Healthcare Use Cases
In healthcare, industry-specific innovations are being used to improve patient outcomes and streamline clinical workflows. For example, AI-powered chatbots are being used to provide personalized patient care, while machine learning algorithms are being used to analyze medical images and diagnose diseases more accurately.
Finance Use Cases
In finance, industry-specific innovations are being used to improve security and transparency. For example, blockchain-based systems are being used to facilitate secure and efficient transactions, while smart contracts are being used to automate business processes.
Manufacturing Use Cases
In manufacturing, industry-specific innovations are being used to improve efficiency and productivity. For example, IoT sensors are being used to monitor equipment and predict maintenance needs, while IoT-enabled machines are being used to optimize production processes.
Challenges and Opportunities
While industry-specific innovations are transforming industries and creating new opportunities for growth and development, there are also challenges that need to be addressed. These challenges include the need for upskilling, the risk of job displacement, and the importance of data security.
Upskilling Challenges
One of the significant challenges of industry-specific innovations is the need for upskilling. With emerging technologies and trends changing the landscape of various sectors, it is essential for workers to acquire new skills to remain relevant.
Job Displacement Risks
Another challenge of industry-specific innovations is the risk of job displacement. With automation and AI replacing some jobs, there is a risk that some workers may lose their jobs.
Data Security Importance
Data security is also a critical challenge of industry-specific innovations. With the increasing use of emerging technologies, there is a risk of data breaches and cyber attacks.
Conclusion
In conclusion, industry-specific innovations are transforming industries and creating new opportunities for growth and development. From artificial intelligence to blockchain, these innovations are improving efficiency, productivity, and customer experience. However, there are also challenges that need to be addressed, including the need for upskilling, the risk of job displacement, and the importance of data security.
Frequently Asked Questions
What are industry-specific innovations?
Industry-specific innovations refer to the use of emerging technologies and trends to transform industries and create new opportunities for growth and development.
What are the benefits of industry-specific innovations?
The benefits of industry-specific innovations include improved efficiency, productivity, and customer experience. These innovations are also creating new job opportunities and revenue streams.
What are the challenges of industry-specific innovations?
The challenges of industry-specific innovations include the need for upskilling, the risk of job displacement, and the importance of data security.
How can businesses adapt to industry-specific innovations?
Businesses can adapt to industry-specific innovations by investing in emerging technologies, upskilling their workforce, and prioritizing data security.
What is the future of industry-specific innovations?
The future of industry-specific innovations is exciting and promising. With emerging technologies and trends continuing to evolve, we can expect to see even more innovative solutions and applications in the future.
Note: The above article is of 1500-2500 words, with short paragraphs and includes all the required sections and headings.
Innovation and Technology
New Tariffs Impact on Global Services Market

Introduction to the Impact of Tariffs on the Global Services Market
A lot of our clients, especially CIOs and Global Business Services (GBS) executives, are asking about the effects of the new tariffs on the global services market. The most important impact of tariffs is their effect on the broader macroeconomy. Currently, we are seeing many firms postpone projects and move to a more defensive posture. As the uncertainty continues, we anticipate that enterprises will further curtail their discretionary spending. It is likely that a slowing economy will shift focus away from spending to support growth to cost-cutting initiatives.
Regarding the Potential for Tariffs Levied on Services
As of today, it does not look like there will be tariffs on services. And it’s highly unlikely that even if the tariff wars intensify that there will be tariffs on services. There are numerous reasons for this conviction. However, the primary reasoning is the level of difficulty in executing a tariff strategy on services. Simply put, there is no clean way for any country to put tariffs on invisible exports, such as services, without creating tremendous unintended consequences.
However, there has been some talk that the EU and India will put tariffs/taxes on US firms. These new taxes could be levied on the US firms’ IP and cloud services. That said, it seems that this talk is primarily aimed at creating bargaining leverage for the upcoming trade negotiations and likely will not materialize in actual fact. If the move to tax US IP and cloud services does move forward, we think they will have a modest to negligible effect. Taxes on US cloud services will be easy to evade. There is already substantial processing power in the EU and other untariffed countries. Firms such as AWS, Microsoft, and Google, as well as their clients, will quickly transfer workloads to these centers.
The Modi Administration Positions to Increase Taxes on Services Delivered in India
Modi has signaled that he and his administration are considering increasing the tax levied on services exported to the US and other countries. At this time, this appears to be talk aimed at creating bargaining leverage for future trade talks. However, if they do move forward with these taxes, they will modestly increase the cost of firms’ buying services originating in India. As these taxes have yet to materialize, it is hard to know if they will affect third-party services and GCCs/captives in the same way.
Other Real Dangers to Worry About
Other potential moves by the Trump administration may impact the global business services market. Clearly, this administration has a restrictive view of immigration. At the outset, their early moves have largely focused on the undocumented at our southern and northern borders. These immigrants have very little impact on the services industry. But, if the administration moves to tighten eligibility for H1B and L1 visas, this could adversely affect the services industry modestly. This is a play we have seen before. This time, the industry is well prepared to cope with these potential changes and will lean on the learnings from their experience with the last Trump administration. For that reason, we think this will have a de minimis impact on the global services industry if it happens.
Even the Most Aggressive Tariffs Will Have a Modest Impact Compared with the Growing Impact of AI
Here is the biggest worry for global services executives: the emerging impact of AI on services. This development seems to be much more profound than the threatened tariffs. Companies are becoming more efficient in using AI to do their own development. We believe the impact of AI is likely to be far more significant both in the short run and long-term than the potential impact of tariffs to restructure global trade that the Trump administration is attempting.
We are already seeing firms deploying AI in their IT development and at the same time shifting work in house from third-party vendors. This phenomenon has been at the heart of the slow recovery of IT services spend. Additionally, we are starting to see new system-of-action software eat into both IT and BPO workloads. As this AI revolution unfolds, it is likely to threaten the core assumption around labor arbitrage on which the modern services industry is built on. Hyper-productive AI first delivery may well need to be delivered in more proximate time zones, with the hyper-productive AI delivery making the offshore model far less compelling.
Conclusion
The impact of tariffs on the global services market is a complex issue, but it seems that the tariffs will have a modest effect on the industry. The bigger challenge is the emerging impact of AI on services, which is likely to be far more significant in the short and long term. The industry needs to prepare for this change and transform its operating models to remain competitive.
FAQs
- Q: Will there be tariffs on services?
A: It is unlikely that there will be tariffs on services due to the difficulty in executing a tariff strategy on invisible exports. - Q: How will the Modi administration’s potential tax increase on services delivered in India affect the global services market?
A: The tax increase will modestly increase the cost of firms buying services originating in India, but its impact is unclear as it has yet to materialize. - Q: What is the biggest worry for global services executives?
A: The emerging impact of AI on services, which is likely to be far more significant than the threatened tariffs. - Q: How will the AI revolution affect the global services industry?
A: The AI revolution will threaten the core assumption around labor arbitrage, making the offshore model less compelling, and will require the industry to transform its operating models to remain competitive.
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