CUSTOME PORTFOLIO MANAGEMENT
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PPM ManajemenJl. Menteng Raya 9, Jakarta 10340
Telp. (021) 2300313
Fax : (021) 2302051
www.ppm-manajemen.ac.id
CUSTOME PORTFOLIO MANAGEMENTCUSTOME PORTFOLIO MANAGEMENT
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CRM Value Chain
Customer Portfolio Analisis
Customer Intimacy
Network Development
(SCOPE)
Value Proposition
Development Manage The Customer Life
Cycle
Leadership and Culture
Data And IT
People
Processes
Profitability
Customer
Prim
ary
Stag
esSu
ppor
ting
Con
ditio
ns
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CUSTOMER PORTFOLIO
IS THE COLLECTION OF MUTUALLY EXCLUSIVE CUSTOMER GROUPS THAT
COMPRISE A BUSINESS’S ENTIRE CUSTOMER BASE
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Customer Portfolio Analysis
Classify customers into different groups that are then managed on a portfolio or collective basis– Different customer different service– Profit performance– Resource effectiveness
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Who is The Customer ?
• B market Vs C market
• Existing Vs Untapped customer
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Market Segmentation
• Dividing up a Market into more or less homogeneous subsets for which it is possible to create different value proposition
• Outcome of a segmentation is an identification of the value potentials of each identified segment
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• Intuitive– Brainstorm segmentation variables
• Age, gender, lifestyle• Standard industrial classification (SIC), size, location
– Produce word-profiles– Compute sizes of segments– Assess company/segment fit– Make targeting decision
• One/several/all segments?
INTUITIVE BASED SEGMENTATION PROCESS
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• Data based– Obtain customer data (internal-external)– Analyze customer data– Identify high/medium/low-value customer segments– Profile customers within segments
• Age, gender, lifestyle• Standard industrial classification (SIC), size, location
– Assess company segment fit– Make Targeting Decision
• One/several/ all segments?
DATA BASED SEGMENTATION PROCESSES
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Market Segmentation Process
1. Identify the business you are in
2. Identify relevant segmentation variables
3. Analyze the market using these variables
4. Asses the value of market segments
5. Select target market(s) to serve
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IDENTIFY THE BUSINESS YOU ARE IN
• From the customer point of view
• Identify markets and competitors– Benefit competitors– Product competitors– Geographical competitors
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IDENTIFY RELEVANT SEGMENTATION VARIABLES AND ANALYZE THE MARKET
• Consumer markets– User attributes (demography, geographical, psychographic attributes)– Usage attributes (Benefits sought, volume consumed, share of
category spend)
• Business markets– SIC– Dispersion, size, Account status, Buying process, Buying criteria,
propensity to switch, share of customer spend in category, geography, Buying selling
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ASSESS THE VALUE IN A MARKET SEGMENT AND SELECT WHICH MARKET TO SERVE
1. HOW ATTRACTIVE IS THE OPPORTUNITY ?– Size of segment, segment growth rate, price sensitivity of
customers, bargaining power of customers, customers’ current relationship with suppliers, barriers to segment entry, barriers to segment exit, number & power of competitors, prospect of new entrants, potential for differentiation, propensity for customer switching
2. HOW WELL PLACED IS THE COMPANY AND ITS NETWORK TO EXPLOIT THE OPPORTUNITY ?
– Does the opportunity fir the company’s objectives, mission, vision & values? Does the company & its network possess the operational, marketing, technological, people & other competencies, and liquidity to exploit the opportunity?
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Mc Kinsey / General Electric Customer Portfolio Matrix
Attr
activ
enes
s of
mar
ket S
egm
ent
Fit to company and network competencies
High
Medium
Low
Strong Average Weak
Attractive markets Medium priority markets Unattractive markets
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SALES FORECASTING
• QUALITATIVE METHODS:– Customer surveys– Sales team estimates
• TIME-SERIES METHODS:– Moving average– Exponential smoothing– Time-series decomposition
• CAUSAL METHODS:– Leading indicators– Regression models
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ACTIVITY BASED COSTING
• CUSTOMER ACQUISITION COSTS– Sales calls, visits, free samples, engineering advice, guarantees
• TERM OF TRADE– Price discounts, advertising & promotion support, slotting allowances
(cash paid to retailers for shelf space), extended invoice due dates
• CUSTOMER SERVIOCE COSTS– Handling queries, claims & complaints, demands on sales people &
contact center, small order sizes, high order frequency, JIT delivery, part load shipments, breaking bulk for delivery to multiple sites
• WORKING CAPITAL COSTS– Carrying inventory for the customer, cost of credit
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LIFETIME VALUE ESTIMATION
• LTV = m -------------------1 + i - r
r
LTV = Lifetime value
m = margin or profit from a customer per period (e.g.per year)
r = retention rate (e.g. 0.8 or 80%)
i = discount rate (e.g. 0.12 or 12%)
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Data Mining Defined
• Creation of intelligent from large quantity of data– Clustering– Decision trees– Neural networks
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THE PARETO PRINCIPLE OR 80:20 RULE
0
10
20
30
40
50
60
SALES
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CUSTOMER PROFITABILITY
-20
-10
0
10
20
30
40
50
60
PROFIT
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SHAPIRO et al CUSTOMER CLASSIFICATION MATRIX
PASSIVE CARRIAGE TRADE
BARGAIN BASEMENT AGGRESIVE
LOW
LOW
HIGH
HIGH
COST TO SERVE
RE
CE
IVE
D P
RIC
E
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• Fiocca’s CPM Model: STEP 1
Key Difficult
Strategic Importance of the account
Diff
icul
ty in
man
agin
g th
e cu
stom
er
Non Key Difficult
Key Easy Non Key Difficult
High
High Low
Low
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3 12
6 45
9 78
Customer’s Business Attractiveness
Relationship Strength
H
M
L
S M W
HOLD THE POSITION
WITHDRAW
IMPROVE REALTIONSHIP
ATRENGTH
• Fiocca’s CPM Model: STEP2
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ADDITIONAL CPM TOOLS
• SWOT
• PESTE
• 5 Forces
• BCG Matrix
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BCG MATRIX
CASH COW DOG
QUESTION MARK
Relative market share
Mar
ket g
row
th r
ate
STAR
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STRATEGICALLY SIGNIFICANT CUSTOMERS
1. HIGH FUTURE LIFETIME VALUE CUSTOMERS
2. HIGH VOLUME CUSTOMERS
3. BENCHMARK CUSTOMERS
4. INSPIRATIONS
5. DOOR OPENERS
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Seven core customer management strategies
• Protect the relationship
• Re-engineer the relationship
• Enhance the relationship
• Harvest the relationship
• End the relationship
• Win back the customer
• Start a relationship
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