Customer profitability equals revenue less the visible and hidden 客户利润等于收入减去可见的和隐藏的.docVIP

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Customer profitability equals revenue less the visible and hidden 客户利润等于收入减去可见的和隐藏的.doc

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Customer profitability equals revenue less the visible and hidden 客户利润等于收入减去可见的和隐藏的.doc

Six Steps to Customer Profitability Analysis Apart from the financial services industry, profiling customer profit contribution or potential for profit at the individual level, is rarely practiced. Modern accountancy practice doesn’t demand this knowledge and most marketing or CRM practitioners are unsure how to go about it. In his recent book “Converting Customer Value” Professor John A. Murphy and his colleagues looked at this in some detail. What is the Right Question to Ask About Customers and Profit?Customer profitability analysis provides a method to help firms see and understand the profitability of their customers. It takes effort and management sponsorship to make it feasible and worthwhile. It is a method and not an end in itself, but without it that investment in slick technology might not be such a good idea, if it only speeds up your ability to attract the wrong customers. Your allocation of resources to customers may also be based on erroneous information. If you have this understanding it uncovers new options for profitable growth and can help you work out which customers to attract, which to really hang on to at maybe greater cost. To help decide which to grow, CPA must be augmented with an understanding of potential lifetime value. This might be business as usual for many financial institutions, which have accumulated information on some of us for decades, but any firm is likely to benefit from the discipline of CPA, and though it can be tough to do, it is certainly worthwhile. Most firms if pushed will admit to having some unprofitable customers. In a recent workshop , out of 30 CEOs, only one was adamant that all his customers were profitable. Once he understood a little more about Customer Profitability Analysis, or CPA, even he caved in. The first question that you might ask is: Are all customers profitable? Or a more insightful question might be: Are you making a profit from all of your customers? The subtlety behind the second questi