Managing customers profitably:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Chichester, England
Wiley
2008
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XIV, 370 S. graph. Darst. |
| ISBN: | 9780470060636 |
Internformat
MARC
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
Foreword vii
Acknowledgements xi
Introduction xiii
Section One How to value your customers 1
1 Latest thinking on valuing and managing customers 3
Two-minute chapter summary 4
How customer management is changing 5
Relationship marketing 6
Marketing is a science, not an art 13
How to value customer relationships 14
Summary: managing customers as assets 16
Where to find out more 16
2 Customer profitability analysis 19
Two-minute chapter summary 21
Why companies are switching to customer profitability analysis? 22
Getting started on valuing customers 26
The advantages of customer profitability analysis 29
Small print: the limitations of customer profitability 35
Summary: the use of customer profitability analysis 37
Where to find out more 37
3 Calculating customer profitability 39
Two-minute chapter summary 40
Definition of customer profitability 41
Individual customer profitability analysis 42
Customer revenues 44
Cost of goods or services sold 52
Costs to serve 54
Customer-specific overheads 60
Completing the customer profitability calculation 61
Worksheets for customer profitability analysis 63
Where to find out more 67
iv Contents
4 How to calculate customer profitability for large customer
numbers 69
Two-minute chapter summary 70
Top-down customer profitability analysis 71
Customer profitability decision trees 71
Using top-down customer profitability analysis 78
Summary 81
Where to find out more 81
5 Customer lifetime value 83
Two-minute chapter summary 84
Why companies need to measure customer lifetime value 85
Definition of customer lifetime value 86
The advantages of customer lifetime value 90
Small print: the limitations of customer lifetime value 99
Summary: the use of customer lifetime value 100
Worksheet for key account gateway criteria 101
Where to find out more 102
6 Calculating customer lifetime value 103
Two-minute chapter summary 104
Forecasting customer lifetime value 104
How to identify the most valuable customers 105
Step 1: Estimating customer lifetime 107
Step 2: Forecasting year-by-year revenues 108
Step 3: Forecasting differential costs 114
Step 4: Discounting future profits 118
Summary 121
Worksheet: customer lifetime value 122
Where to find out more 123
7 Calculating and using customer equity 125
Two-minute chapter summary 126
Context: the adoption of customer equity 127
Getting started on customer equity 128
The advantages of customer equity 131
Small print: the limitations of customer equity 133
How to calculate customer equity 134
Improving forecasting using the Delphi Panel technique 145
Completing the customer equity calculation 147
The use of customer equity 149
Worksheet: calculating customer equity 150
Where to find out more 151
8 The relational value of a customer 153
Two-minute chapter summary 154
How a customer relationship can create additional value
for a supplier 155
Contents
Four sources of relational value 156
Valuing relational benefits 159
Using relational value for marketing decisions 169
Summary: financial plus relational value 170
Worksheet: creating a relational value index 172
Where to find out more 173
Section Two How to manage a customer portfolio 175
9 Managing a customer portfolio using customer equity 177
Two-minute chapter summary 178
Why companies should manage customers as assets 179
Introduction to portfolio management 179
Customer portfolio management 180
Portfolio management using customer equity 181
How to maximize customer equity in the portfolio 192
Summary 194
Worksheet: customer equity portfolio management matrix 195
Where to find out more 196
10 The customer portfolio using both supplier and customer
perspectives 197
Two-minute chapter summary 198
Why the customer perspective is vital 199
The customer equity/relationship warmth portfolio 201
How to construct a customer portfolio using the DPM 211
Summary 223
Worksheet A: customer attractiveness factors 224
Worksheet B: Critical Success Factors 225
Where to find out more 226
11 Risk 227
Two-minute chapter summary 228
How risk affects sales and marketing decisions 229
Analysing the risk of individual customers 230
How to identify risk drivers 231
What causes customers to defect? 236
Strategies to reduce customer risk 238
Incorporating risk into customer equity calculations 240
Advantages and disadvantages of customer-by-customer risk
analysis 243
How to analyse the risk of a customer portfolio 244
Advantages and disadvantages of customer portfolio
risk analysis 248
Summary 249
Worksheet: portfolio risk analysis 250
Where to find out more 251
vi Contents
12 Service-based segmentation 253
Two-minute chapter summary 254
Why most approaches to segmentation are incomplete 254
Service-based segmentation 263
Summary 271
Worksheet: segment map 272
Where to find out more 273
Section Three The strategic decisions that maximize the value of
your customers 275
13 Selective customer acquisition and retention 277
Two-minute chapter summary 278
Why companies should not acquire certain customers 279
Selective customer acquisition 279
Selective customer retention 289
Summary 299
Worksheet: customer profiling 300
Where to find out more 301
14 The role of pricing in creating or destroying value 303
Two-minute chapter summary 305
How companies destroy value through poor pricing decisions 306
Traditional approaches to new product or service pricing 307
How should the price be set? 315
Deciding on price discounts 322
Summary 326
Worksheet: calculating the impact of a discount 328
Where to find out more 329
15 Increasing customer equity using value propositions 331
Two-minute chapter summary 332
How to develop and use profitable value propositions 333
Value propositions as an opportunity selection tool 335
Value propositions as a competitive differentiation tool 340
Financial evaluation of value propositions 343
Breakthrough value propositions 345
Benefiting from collaboration 352
Summary 353
Worksheet: value chain analysis 355
Worksheet: VRIN 356
Where to find out more 357
Bibliography 359
Index 363
|
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| id | DE-604.BV035334844 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T21:31:32Z |
| institution | BVB |
| isbn | 9780470060636 |
| language | English |
| lccn | 2008038652 |
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| spelling | Ryals, Lynette Verfasser aut Managing customers profitably Lynette Ryals Chichester, England Wiley 2008 XIV, 370 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Customer relations Management Kundenmanagement (DE-588)4236865-0 gnd rswk-swf Kundenwert (DE-588)4515875-7 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 s DE-604 Kundenwert (DE-588)4515875-7 s DE-188 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017139227&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Ryals, Lynette Managing customers profitably Customer relations Management Kundenmanagement (DE-588)4236865-0 gnd Kundenwert (DE-588)4515875-7 gnd |
| subject_GND | (DE-588)4236865-0 (DE-588)4515875-7 |
| title | Managing customers profitably |
| title_auth | Managing customers profitably |
| title_exact_search | Managing customers profitably |
| title_full | Managing customers profitably Lynette Ryals |
| title_fullStr | Managing customers profitably Lynette Ryals |
| title_full_unstemmed | Managing customers profitably Lynette Ryals |
| title_short | Managing customers profitably |
| title_sort | managing customers profitably |
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| topic_facet | Customer relations Management Kundenmanagement Kundenwert |
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