Start this way: See if you can partner with your CFO and whoever owns the customer database. Then create a simple way to look at the flow of customers in and out of your company. Do the customer math:
Net Customers = Incoming Customers – Outgoing Customers
This is the best way I know to start to get your company and leaders to understand that it is managing this asset that is the business of the business.
What I always have as a goal is to get the CEO’s attention with this math. Have him or her make a goal that within a month or six weeks, you can get to your version of customer math. Then, have every big meeting start with doing the math and discussing the reasons for why your customer asset is growing or shrinking.
In later posts on metrics and accountability, I’ll talk about some of the things you might run into with the math. For now, just chew on this idea of customer math and let me know what you think. Or ask me some questions on how you can do the math.