Customer Value Creating and Customer Profitability Modeling

Abstract

IT company business systems allow us to generate and store data about customers, use them for solving managerial tasks, decisions within CRM also detect the effectiveness and profitability of marketing and sales. Availability of individual customer data enables the creation of financial performance analyzing methodologies of individual customer. Customer profitability is the basic parameter that assessed customer financial value for the company. Customers have also non-financial value, which we judge from a marketing perspective. In article we discuss the parameters of customer value and evaluation of financial and non-financial customer value. We introduce own customer profitability calculation model designed for distribution channels of brewers. The created model is defined in terms of managing marketing investments at customers. It allows evaluation of analytical data and draw conclusions, offers the possibility to understand, how to set the level of investment within particular marketing and financial segments.