Profitable Customers: How to Identify, Develop and Retain Them

Overview

How much importance do you attach to the management of your customer base and your trade channels?

How do you ensure that all sales, service and front-line staff are effective in maximizing your company's profitability?

How much of your company's profits come from the top 5 per cent of customers?

How many unprofitable customers do you carry?

Most management teams ignore these...

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Overview

How much importance do you attach to the management of your customer base and your trade channels?

How do you ensure that all sales, service and front-line staff are effective in maximizing your company's profitability?

How much of your company's profits come from the top 5 per cent of customers?

How many unprofitable customers do you carry?

Most management teams ignore these crucial questions and leave sales and customer service staff to determine which customers will receive what attention. Such an approach is risky a dcan lead to lost sales, poor margins and a high cost of serving the customer.

Profitable Customers, fully updated for this second edition, is designed to help companies minimize the risks and maximize the profits associated with tighter management of the customer base. The book:

  • examines the ways to identify profitable customers and unprofitable customers
  • explores how the bonds with profitable customers can be successfully developed
  • identifies ways of harnessing new technology and formulating new ways of working with customers
  • reviews how to increase the income from the customer base through focused account development and creative management of margins
  • examines the routes to reducing the costs of serving customers
Improving the management of the customer base may require companies to make changes to their culture, organization, remuneration and approach. Profitable Customers will guide you through these changes in a clear, ractal and authoritative manner.
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Product Details

  • ISBN-13: 9780749419301
  • Publisher: Kogan Page, Ltd.
  • Publication date: 2/28/1999
  • Series: Marketing and Sales Ser.
  • Pages: 190
  • Product dimensions: 6.30 (w) x 9.45 (h) x 0.79 (d)

Meet the Author

National bestselling author Charles Wilson has become known for edge-of-your-seat tension and fast-paced action in his novels. His first work, "Nightwatcher," a psychological thriller, was called "splendid" by John Grisham and "quite an achievement" by the "Los Angeles Times," Ed Gorman, publisher of "Mystery Scene" magazine says, "Wilson might flat-out be the best plotter of our generation." Wilson's "Direct Descendant" and "Extinct," novels exploring the chilling consequences of so-called scientific advances, have been optioned by Hollywood filmmakers. Other Wilson novels are "Game Plan," "Fertile Ground" and "Embryo"; three suspense novels, "When First We Deceive," "Silent Witness" and "The Cassandra Prophecy"; and coming soon in hardcover, "Deep Sleep"— a psychological thriller set in a Voodoo-influenced swampy parish in South Louisiana. Charles Wilson currently lives with his wife and three children in Brandon, Mississippi, where he is at work on his next novel.

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Table of Contents

Preface
Introduction
The customer base 'profit gap' is widening
Is there a problem?
Determining the value of the customer
Lock in core profit customers
Increasing income
Reduce the costs of interfacing with customers
Harness the technology
Fix unprofitable accounts
Manage the customer life stages
Make it happen
Preparing for a new era
Summary
Notes
Index
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