When it comes to customer experience, marketing and customer service projects usually have top priority. However, the payment process came to light as one of the biggest revenue drivers, amongst many other customer experience improvement topics. Currently, 40-80% of digital transactions are aborted. It’s only when the first payment barrier is overcome that the customer lifetime (CLV) and the return on customer value can be (further) increased. For these reasons, understanding your customer is essential.

Financial data is a valuable source of information about customer behaviour, especially when insights are automatically shared with other customer departments and when measures can be determined and implemented in a flexible way.

Agile pricing is just one such example of a digitally managed revenue growth strategy, but it sometimes requires completely different approaches and technologies applied to management control, as well as new forms of collaboration with marketing, sales and customer service.