An effective customer strategy creates full transparency about your customer potential and your turnover. You can prioritize the desired customer experience and document the effect of your initiatives so you can easily align your investment and revenue.

A customer strategy should show how your organization can improve its performance through enhanced efforts in the following areas:

  • Segmentation and prioritization of customers so you don’t have one strategy for the entire customer base, but one for each segment
  • Definition and prioritization of customer experiences in relation to the segments
  • A clearer understanding of the existing customer base: What are the internal and external perceptions of Share of Wallet, shopping cart size and / or penetration?
  • “Cost to Serve” (distribution costs, additional logistics costs and / or discounts) for each customer and each segment
  • Loss of revenue and earnings with each customer lost per segment
  • The cost of recruiting a new customer

The sales potential often varies in a customer base. This means that an estimate of the average total potential is usually not useful. An overall estimate does not capture the important different preferences of customers and the market. Unfortunately, this is often overlooked when analyzing the customer base, which can lead to inappropriate prioritization.

We involve staff with customer contact, customers, market analysis, statistical methods, and publicly available data sources for a comprehensive view. maix analytics applies a variety of procedures to this database. We use both quantitative and qualitative methods to find the right solution.

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