Saturday, March 28, 2009

Customer Portfolio analysis:

The value of our business is the sum of the value of all our customer relationships

Our customers represent a portfolio of assets that we must proactively manage in order to maximize shareholder and stakeholder value. A complementary truth is that virtually every organization has limited resources. So it is vitally important to invest those limited resource in direct proportion to the return we expect to receive from our investment in our primary assets - our customers.

Customer equity analysis in combination with a modified activity-based costing (to discover our cost-to-serve) can help us optimize our investment in sales, customer service, marketing and with our channels/ channel partners. 

The analysis also allows us to identify many of the particulate, the "dots", that we need to connect - and, that "are always already there"




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