How a Customer Profitability Analysis Makes Your Business More Efficient

作为企业主，贵公司的吸引力不会完全具体。bob全站app您的企业不会单方面吸引一群完全由具有相同习惯，背景和预算的买家组成的客户。随着您的业务扩大，您可能会带来更多不同的客户基础。

Different types of customers are bound to interact with your business in different kinds of ways. That means they'll drive different means of revenue and extract unique costs. Put two and two together — they're going to offer you different kinds of profit.

The specific amount of profit you stand to gain from each of your customer groups or personas is known as customer profitability. Here, we'll explore the concept a little further and get some perspective on how to conduct a customer profitability analysis.

Let's imagine two customers, Patrick and Patricia and pretend you sell a particularly potent strain of catnip.

帕特里夏（Patricia）批量购买您的猫薄荷 - 以至于您想知道她是否在娱乐场所使用它，因为没有人有那么多猫。她从未返回订单，很少给客户支持。她是一个较低的维护，忠实的客户。

Patrick, on the other hand, buys his orders in small quantities. He prefers several tiny, individual boxes of catnip as opposed to larger orders — more than half of which he returns immediately. He's constantly calling customer support about how to calm his cat down after your product, "makes her freak out to the point that [his] girlfriend doesn't want to come over to [his] condo anymore." In all, Patrick is a loyal customer, but his loyalty isn't cheap.

You, the catnip mogul, stand to make more money from one of those customers than the other. If their buying patterns hold true, Patricia is a more valuable customer than Patrick. That example is a very high-level, cat-oriented demonstration of customer profitability.

考虑到这个概念，这里有一些公式可以为您提供高级概述，以了解特定客户的盈利程度。

Customer Profitability Formulas

客户盈利能力分析是详细的，劳动密集型的，并且难以实施。但是，有些指标可以为您提供客户盈利能力的粗略基线图片。

尽管他们没有捕捉到完整的客户盈利能力分析的复杂性，但这些方程式可以为您提供一些视角，从不同类型的客户中赚取的观点。

客户寿命价值（CLV）

The first formula is客户寿命价值(CLV)。它为您提供了与您的公司开展业务的客户的净利润图片。bob全站app

该公式不考虑最初收购成本背后的任何成本，也不能让您了解为什么他们坚持使用您或您所获得的一切。无论如何，要跟踪何时要大致预测客户关系可能会在哪里进行，这仍然是一个有价值的指标。

每个用户的平均收入（ARPU）

Another useful metric within the context of projecting customer profitability is每个用户的平均收入（ARPU）。它可以告诉您您从特定服务的订户或适合特定模具的客户产生了多少收入。

Like CLV, it isn't necessarily predictive of your customers' behavior. It also only lets you know which customers are generating the most revenue — not the most profit. Still, it provides a solid starting point for understanding your customer profitability.

尽管这些公式可以使您对客户盈利能力进行粗略的概述，但真正了解客户价值的最佳方法是通过客户盈利能力分析。

How to Perform a Customer Profitability Analysis

A customer profitability analysis can be nuanced, difficult to implement, and hard to draw definitive conclusions from. Still, it offers insight into yourcustomer base并赚取其他方程，分析和流程不可能的潜力。

1.确定您的接触点。

Start by determining all the different touchpoints your customers have with your business. Make sure you're comprehensive in addressing each one — this includes customer service, social media, paid marketing efforts, and any other way you interact with customers. Once you've conducted this audit, identify exactly how much it costs to maintain each channel.

2. Segment your customer base.

Next, you should segment your customer base. One of the simplest, most effective ways to do so is through buyer personas. As per HubSpot's own definition, abuyer persona是“基于市场研究和有关现有客户的真实数据，对您理想客户的半虚构表示”。

如果您可以在此基础上分开客户，那么您将自己的位置分析和根据客户的行为和背景来识别盈利能力。

3. Determine how much each segment costs and spends.

细分客户群后，您需要找到与建立客户盈利能力相关的数据。您想看看自己的角色花费多少并花费您的业务。一般而言，您应该能够在损益表中找到按类别组合在一起的这些数字。

如果您经营电子商务业务和船舶套餐，请查看您的包装返回数字。您可以确定平均每笔费用。然后，您可以确定给定段或角色返回软件包的平均率是如何的。使用该数字分配买方角色将产生的平均成本。

Repeat that process with every touchpoint between your customers and your business — identify the cost for each interaction or contact. This can include customer support inquiries, marketing efforts, social media campaigns, packaging, and shipping.

编译每个角色每笔交易的平均成本。现在，您可以通过将该数字与每个角色每笔交易产生的平均收入进行比较来计算客户盈利能力。

客户盈利能力示例

在上面的比较中，角色B比角色A产生的收入更多，但是角色A的收入更高。如果您将两个角色以面值（而不进行客户的盈利能力分析）进行，那么您会得到一个印象，即角色B天生对您的业务更有价值。

但是，鉴于每个角色产生的所有其他因素都超出了收入，可能会更适合您的利益。

Why Does Customer Profitability Matter?

了解哪些客户可以从中获得最大的收入，可以为您公司的整个公司提供智能，战略性的业务决策。bob全站app

销售量

彻底的客户盈利能力分析可能是高效销售策略的核心。通过细分您的客户群并确定其中最有利可图的机会，您可以更好地了解哪些前景将帮助您的业务最大程度地帮助您的销售工作。

您显然想吸引将有助于您的底线的客户和客户。通过客户盈利能力分析，您可以了解这些前景是谁以及如何到达它们。

客户盈利能力分析对您的销售过程有了新的了解。它可以帮助您追求前景，这些潜在客户将获得巨大的回报，甚至可能会损失您的钱。

Customer Service

将客户盈利能力调查结果应用于您的客户服务实践的概念似乎有些敏感。但是现实是，您的公司拥有固定的服务资源和客户群中bob全站app的某些细分市场，比其他人更有利可图。bob体育苹果系统下载安装

这并不是说你应该忽视每一个角色besides the one that's making you the most money. You should still offer exceptional customer service to everyone using your product or service. But, there are some ways you can offer preferential treatment without alienating the rest of your customers.

You can offer more profitable customers shorter wait times, more direct lines to your staff, access to exclusive content, and any other steps you can take to accommodate their interests.

客户盈利能力是一个有趣，有价值的指标，可以在构建您的销售，营销和服务工作时考虑。话虽这么说，您不应该将指标视为如何接近客户的全部目的。您仍然需要为与您开展业务的任何人提供典范服务。

因此，仅仅因为帕特里夏（Patricia）购买了您的猫笑声并不意味着帕特里克（Patrick）的客户服务询问他的猫如何停止舔墙并不重要。