The Customer: The Unknown Factor?

Christian Homburg (), Heiko Schäfer () and Janna Schneider ()
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Christian Homburg: Universität Mannheim

Chapter 12 in Sales Excellence, 2012, pp 161-191 from Springer

Abstract: Abstract This chapter continues the discussion of the customer information system by considering the exact type of information that is essential for a company to have. In particular, the authors focus on information related to: Customer structure Customer profitability Customer satisfaction and retention Further, these important topics are broken down into a series of questions and dimensions that any manager can grasp and potentially address in his or her organization. The authors extend this framework to develop a scoring model that enables managers to assess the relative attractiveness of various customers based on their purchasing potential. Detailed examples and worksheets are supplied to help the readers develop a full portfolio analysis of their customer set along with guidelines for achieving a properly balanced portfolio. This chapter continues with a consideration of the use of information to assess customer satisfaction in a segmented way that is useful for strategic thinking about both overall strategies and individual account management.

Keywords: Customer Satisfaction; Business Relationship; Customer Retention; Customer Information; Customer Lifetime Value (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-642-29169-2_12

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DOI: 10.1007/978-3-642-29169-2_12

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