You know the announcement on the plane or on the ship: Moin, your Captain of Relationship is speaking. “There may be turbulence or the sea is rough today. Please fasten your seat belts. Drink up. … ”What should be done now? What tasks for the captain when the sea gets rougher?
Yes, Moin, since November 6, 2024 it is even clearer: the US presidential election has produced a result and the governing coalition has broken up. That means
the economic environment is becoming rougher.
And what is important when the sea is rough? Exactly: to be or remain capable of acting – in other words, maneuverable.
We don’t know what the friendly pharmacist around the corner recommends (was once a slogan from an old advertisement),…
I strongly recommend a customer value analysis
More information about customer value analysis
Focus, as they say. These are tasks for the captain when the sea gets rougher.
Tackle one thing, benefit from it in many levels and corners of the company.
Later you can do other things. But I don’t know of any other tool that works so quickly and directly. (Like the medicine that is supposed to be sold in the above advertisement).
Tasks for the captain when the sea gets rougher: What is the plan after an analysis?
- Bad customers with no potential = let them go ashore or throw them overboard right away? We’ll see. 🙂
- Bad customers with potential = invite them to the captain’s dinner, targeted intensification
- Good customers with no potential = fitness room, let’s see if we can’t do more there.
- Good customers with potential = full animation program
This essentially means “Tasks for the captain when the sea gets rougher”:
- More time for important customers and prospects with potential
- This is the above-mentioned focus – less is more
- Resources are better allocated/distributed. Not with the watering can, but targeted.
Sounds simple? It is.
For such an analysis, we usually only need 4 weeks. Then everything is ready for discussion and the resulting decisions.
20% effect is always possible. Usually even more. But let’s stick with 20%.
- 20% fewer customers – just the bad, unprofitable ones
- 20% fewer leads – just the bad ones, with little or no potential
- 20% more time for better customer care or simply a relief after overwork
- 20% effect in the area of warehousing and logistics
- Fewer processes that have to be kept running
- etc.
Ahoy and always a hand’s breadth of water under the keel and – when the going gets rough – sometimes two or three hand’s breadths.
Our pilot boat helps with customer value analysis and is therefore happy to drop by. In the sense of “tasks for the captain when the sea gets rougher” to be available as a sparring partner.
General information on this can be found on Wikipedia
Whereby we are talking less about CLV Customer Lifetime Value and more about customer contribution margin and the good old RFRM formula.
What makes us different: Pragmatic with a wealth of experience.
