quarta-feira, maio 12, 2021

"customer profitability analysis" (parte II)

 Parte I.

"Unlike measures that gloss over differences among customers or omit cost-to-serve elements, pocket margin gives a company a clear view of how much revenue each transaction generates, how much it costs the company to generate that revenue, and — crucially — when and why those costs are incurred. And because pocket margin is measured for every transaction, metrics based on pocket margin can provide insight into costs and revenues at any desired level of detail, from individual clients all the way up to broad marketplace segments."

Gosto destes títulos e das mensagens que ilustram: What your customers won’t tell you (but pocket margin can):

  • You're losing money on me
  • “You’re spending too much to serve me”
  •  “I’m in the wrong segment”
  • “You should be charging me more for …”
  • “Sell me _____ now, and I’ll keep coming back for more”

Trechos retirados de "How profitable are your customers … really?"

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