Description

The Customer Base Audit (CBA) methodological framework, built by leading researchers in the field, provides a structured approach to evaluating and optimizing customer relationships over time. By analyzing customer data through five key lenses, we translate raw data into actionable insights that enhance marketing strategies and customer experience initiatives. 

At Colcrane, we take this even further with our new frontier predictive approach: Predictive Customer Base Audit (pCBA) —leveraging advanced data modeling to forecast customer value and uncover hidden patterns in customer behavior. This forward-looking layer enables organizations not only to understand where value lies today, but to anticipate where it will emerge tomorrow. 

For marketing professionals the audit refines segmentation, optimizes targeting, and improves campaign effectiveness. For customer experience leaders, it identifies loyalty drivers, friction points, and behavioral shifts, guiding improvements in personalization and retention strategies.

With both descriptive and predictive capabilities, the audit answers key questions:

•  Customer Health: How stable and profitable is our customer base and how do we project its future evolution?