Definicja customer portfolio

Co znaczy CUSTOMER PORTFOLIO:

A multidimensional view of a company's customer base, displayed in a matrix.

Example

A matrix with the dimensions "customer attractiveness" and "strength of customer relationship" is used to divide the customers into the following sectors:

Profit-taking customers (weak relationship, minimal attractiveness) Profit-making customers (strong relationship, minimal attractiveness) Question-mark customers (weak relationship, high attractiveness) Star customers (strong relationship, high attractiveness)

By representing the individual customers as circles, and by varying the size of the circles, for example, depending on each customer's contribution margin, three separate criteria can be applied in deciding on future investment or marketing measures.