Kundenportfolio

The value of the customer relationship and differentiated customer value management are essential components of strategic corporate management and knowledge about customers becomes the actual competitive advantage. A proven model for the targeted management of customer value is the creation of a customer portfolio analysis. The further development of existing models and above all the practical implementation of the optimized concept are the main objective of this book. In the process, the customers in the company's internal customer portfolio are rated on the basis of strategic relevance and financial customer value before factors external to the company are also included in the relationship value matrix. From the result of this customer portfolio action alternatives are derived which find their result in the definition of an investment and marketing strategy on single customer level. The book is aimed at all Ent.