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Customer Relationship Management: How to determine an initial customer value? CRM in the crisis

Customer Relationship Management Customer Value CRM Crisis

It is not difficult to determine a customer value. You need an RFMR and a contribution margin calculation. Both together are hardly more than the little basics. Ergo, anyone can calculate a customer value for their customers. Therefore, it is important to deal with this topic “Customer Relationship Management CRM: Customer Value in the Crisis”.

20 % to 30 % of customers account for 70 % to 80 % of sales.

So far so good. From a contribution margin perspective, it also looks something like this: 20 % of customers make up about 100 % of the contribution margin. another 30 % then generate another 50 % of the contribution margin. However, the remaining 50% destroy the contribution margin again. Especially the worst 10% (from a contribution margin point of view) cause “real damage”.

Now these “bad 10%” certainly include customers who make an important contribution to sales. The first task is therefore to point out this dilemma. The second task is to decide: Does the company want to keep these customers, or to say goodbye to them. We have already written a highly regarded article about this.

Why is customer value determination so important now?

Especially in times of crisis or when budgets are tight, the sales and marketing shotgun is not a good thing; instead, targeted measures must be taken.

The customer value helps to limit this reduction of wastage. And very much so.

This video helps to get a first understanding.

For us, the topic of customer value is a key issue both in consulting and here on the portal.

We also offer our 1A Dialog as an open, free consultation hour. You can find the dates for customer value here. Otherwise simply call us, we will arrange an appointment.

This article was updated on 22.03.2020 and on 05.05.2020

 

Note: This is a machine translation. It is neither 100% complete nor 100% correct. We can therefore not guarantee the result.

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