V Skill HF-D8.2-006 cross-sector 10 skills
Managing customer value and retention
Measures revenue, margin and churn per customer group and deploys actions to retain valuable customers and let them grow.
How hrmforce measures this
- Assessment method
- Work sample test · rho 0.33 (SD 0.09)
- hrmforce instrument
- Work sample test, Knowledge test (client-specific)
- Competency (50-framework)
- Customer Focus
- Trainability
- high
- Demand outlook 2026 to 2030
- rising
The candidate performs a representative work sample under standardised conditions.
Behavioural anchors
| Level | Behaviour at this level |
|---|---|
| N1 Guided | Signals customers who buy less than usual and reports this to the responsible colleague. works under supervision and follows instruction · routine, one variable at a time · own task |
| N3 Proficient | Analyses churn and customer value in the own portfolio and carries out targeted retention actions with measurable results. sets own approach and seeks input proactively · several variables, some ambiguity · own team or process |
| N5 Leading | Determines the retention policy of the organisation, sets standards for customer value and decides on investments in retention. sets the standard and the policy · strategic, under high uncertainty · organisation, value chain or profession |
N2 and N4 are deliberately not anchored. Raters place them between the anchors, following the O*NET convention.
Underlying skills
These skills inherit the assessment route and the behavioural anchors of this construct.
| T | Skill | Definition | Demand outlook 2026 to 2030 |
|---|---|---|---|
| V | Performing a churn analysis Churn analysis | Calculates how many customers leave, in which groups this happens and which characteristics correlate. | rising |
| V | Calculating customer lifetime value Customer lifetime value | Calculates the expected margin over the entire customer relationship and uses it in acquisition choices. | rising |
| V | Calculating customer profitability Customer profitability | Allocates revenue and attributable costs per customer and shows which customers cost money. | rising |
| V | Setting up a retention campaign Retention campaign | Designs and runs actions to retain customers at risk of leaving and measures the effect. | rising |
| V | Preventing cancellations in conversation Save call | Finds the real motive of a cancelling customer and offers a suitable alternative. | rising |
| V | Estimating price elasticity Price elasticity | Estimates how volume and revenue respond to a price change and substantiates this with data. | rising |
| V | Maintaining a customer value pyramid Customer pyramid | Orders customers into value classes and determines per class how much attention and service fits. | rising |
| V | Setting up a loyalty programme Loyalty programme | Designs reward forms, benefits and conditions and organises the administration of the programme. | rising |
| V | Predicting churn with scoring Churn prediction | Builds or uses a model that predicts the cancellation probability per customer and deploys it. | rising |
| V | Winning back lost customers Win back campaign | Approaches former customers with a targeted offer and restores the relationship where it pays off. | rising |