Many companies fail to see the growth potential that is right in front of them. In a world of complex markets and increasing customer demands, your sales department can significantly increase sales through clear customer segmentation.
With a clear customer segmentation and subsequent customer prioritization, your business receives a tool that provides you with an overview and measures to ensure its possible use. This can answer questions like:
- Where is the biggest growth potential in our customer base?
- How do we ensure that sales resources are used optimally in relation to the largest sales potentials?
In order to identify customers with growth potential, we carry out an analysis that reaches down to the level of the individual customer.
- Share of Wallet: What part of your budget do customers spend with your business?
- Customer Satisfaction Index (KZI): How satisfied are the customers with the products or services received?
By using these factors to segment the customer base, we are able to offer each account manager a simple prioritization of their customers in the following categories: GROW, FIX, MODEL and MOVE.
Model. Customers with high satisfaction and high Share of Wallet. Capitalize these strong customer relationships.
Fix. Customers with low satisfaction and high Share of Wallet. Diagnose and improve these customer relationships to secure future sales.
Grow. Customers with high satisfaction and low Share of Wallet. Focus your resources here to obtain immediate growth potential.
Move. Low Satisfaction and low Share of Wallet. We recommend assessing the risk and potential of individual customers in order to determine whether they should only be monitored or prioritized.
Organic growth is most effectively achieved by focusing on “Grow” customers with unexploited potential. Customer churn can be reduced by improving the unsatisfied customer relationships in the Fix category. With the help of the above model, you focus on customers with the most potential while ensuring efficient resource allocation.