Article: Beyondintelligence.org

CUSTOMER PROFITABILITY ANALYSIS – HOW IT HELPS TO BUILD LASTING RELATIONSHIPS

Being a business owner in today’s world is a job more challenging than anything you could ever have imagined. New

enterprises come and go every day and the competition is more cutthroat than you could possibly have handled in

your life ever. Getting customers to try out your products or services is only one part of the deal. The hard part

comes after when you have to ensure they keep coming back to you. Options in the market are many and making an

impact on the customer psyche isn’t just about offering good quality or low prices. The job has progressed to a much

more complex format where engagement and relationship building play much larger roles. This becomes even more

important when you take customer profitability analysis into consideration.

In simple terms, the cost a company has to bear when they are trying to get new customers is always significantly

higher than what they would be spending to engage their existing clients and keeping them coming back. But the

reality is, most companies focus almost completely on getting new customers, breaking the market and having their

name brought about in front of new people. The cost of utility trade off is an important consideration for any

business owner. Customer profitability analysis, thereby uses many intricate procedures and data processing to

create insights as to how a company can get the most branding value for the amount of money it is spending on

building relationships with its customers.

What to do with this information? The idea here is to help executives and management professionals in coming up

with new and exciting ways to tap into both types of customer bases – new and existing. Customer profitability

analysis offers a clear picture as to which type needs more attention and which will yield more profitable results for

the company at a particular point of time. This helps business owners and marketing executives in allocating

advertising budgets and building strategies to garner customer loyalty. Happy customers mean more sales and a

higher brand value in the market. The process therefore generates profitability and cost effectiveness on many levels

in a company’s efforts to capture the market.

There are many BI tools available these days that facilitate the collection of relevant data and required processing

needed for customer profitability analysis functions. In fact, these modules can be easily incorporated with any

existing software that you are using in your organization for the purposes of business intelligence. Data collection

can be managed on many fronts, including by sales personnel and marketing executives. But these systems might

not be operational or convenient to handle on spreadsheets and low level database management tools.

If you wish to use customer profitability analysis systems in your organization, there are many online providers of BI

tools and software that offer specialist modules for these functions. You can easily know more about them by doing

a quick online search. Or you can visit BeyondIntelligence.org to find information and some interesting software

choices.

ABOUT THE AUTHOR

Phillip Jones is an expert in business intelligence and information processing models. His articles are a great source of

information for enterprise owners looking to streamline their communication and information flow channels. His

recommendation is for anyone looking for BI software is BeyondIntelligence.org