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The Customer: The Unknown Factor?

In: Sales Excellence

Author

Listed:
  • Christian Homburg

    (Universität Mannheim)

  • Heiko Schäfer
  • Janna Schneider

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.

Suggested Citation

  • Christian Homburg & Heiko Schäfer & Janna Schneider, 2012. "The Customer: The Unknown Factor?," Management for Professionals, in: Sales Excellence, edition 127, chapter 12, pages 161-191, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-642-29169-2_12
    DOI: 10.1007/978-3-642-29169-2_12
    as

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