New Patent-Pending Model Demonstrates that Leading Brands are Leaving Billions in Revenue on the Table

ROYAL OAK, Mich.–(BUSINESS WIRE)–#CPIs–Gongos, Inc. a consultative agency focused on operationalizing customer centricity, today launches its Value Exchange (Vex) Reports and Advisory Services, the result of new data and analyses conducted across 154 global brands. As basis for the offering, the company makes official its Value Exchange Model, a patent-pending system of predictive, prescriptive, and diagnostic models that enables corporations to convert aspirations of customer centricity into top-line profitability and growth.

As demonstrated through a quantifiable relationship between Customer Performance Indicators (CPIs) and business outcomes (KPIs), on average, brands are delivering only 22% of the potential value they could deliver to their customers via CPIs, and receiving only 33% of the potential Customer Lifetime Value as a result.

The Value Exchange Model leverages a set of 14 universal CPIs to calculate their relationship to revenue growth as illustrated by a brand’s Vex Curve™. The curve represents gains and losses that can be realized in Customer Lifetime Value based on performance across CPIs. The CPIs, which embody customers’ functional, emotional, and social goals, were vetted by Gongos in 2020 validation research that also predicted Customer Lifetime Value at a 90%+ accuracy rate.

“The Value Exchange Model provides executives with the confidence to quite literally link their performance on customer goals with specific business outcomes to facilitate top-line revenue growth,” said Camille Nicita, president & CEO of Gongos. “But to realize gains, decision makers must be intentional about the customer-centric levers they pull to positively impact KPIs.”

“Companies have long relied on customer-oriented Key Performance Indicators (KPIs) such as Net Promoter Score (NPS) and Customer Satisfaction (CSAT),” adds David Robbins, Vice President, Client Consulting, Gongos. “But what these KPIs lack are a focus on what customers truly value as they choose to continue to purchase a product or service, be it fast food, a vehicle, or a streaming service. Data show that achieving CPI performance enhances KPIs such as NPS.”

Upon subscribing to the Vex suite of services, decision makers will receive a custom analyzed brand report and gain access to the brand-level data from the 154 companies within the syndicate.

The Vex services include dedicated hours of analytics and advisory services to further help companies identify customer-centered strategies to drive quantifiable growth through increased customer acquisition, retention, and spend.

The 2021 syndicate comprises brands across five categories: digital services, direct-to-consumer, eCommerce, sharing economy, and top-performing B2C brands. For further information, to learn if your brand is among the 2021 syndicate, or to join the syndicate, visit vex.gongos.com.

Gongos, Inc. is a consultative agency that places customers at the heart of business strategy. Partnering with insights, analytics, marketing, strategy, and customer experience groups, Gongos operationalizes customer centricity by helping companies both understand their customer needs and deliver on them better than anyone else. Gongos was named a Forbes “Small Giant” in 2020; ranks #44 among the largest market research organizations in the U.S.; and partners with Fortune 500 clients across multiple industries including Coca-Cola, Mars Petcare, Kellogg’s, U.S. Bank, UnitedHealthcare and General Motors. For further insight into Gongos, visit gongos.com.

Contacts

Susan Scarlet

Vice President, Strategic Branding

Gongos, Inc.

248.239.2381

email

Megan Cuellar

Vice President

Interdependence PR

949.777.2468

email

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