The implementation of customer profitability analysis: a case study

Erik M. van Raaij; Maarten J.A. Vernooij; Sander P. van Triest

doi:10.1016/S0019-8501(03)00006-3

The implementation of customer profitability analysis: a case study

Erik M. van Raaij, Maarten J.A. Vernooij, Sander P. van Triest^*

^*Corresponding author for this work

Research output: Contribution to journal › Article › Academic › peer-review

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Abstract

By using customer profitability analysis (CPA), firms can determine the profit contribution of customer segments and/or individual customers. This article presents an approach for the implementation of CPA. The implementation process is illustrated using a case study of a firm producing and selling professional cleaning products. The case study highlights specific issues related to CPA in an industrial setting, and the results provide examples of the possible benefits of implementing a process of regular CPA.

Original language	English
Pages (from-to)	573-583
Number of pages	11
Journal	Industrial marketing management
Volume	32
Issue number	7
DOIs	https://doi.org/10.1016/S0019-8501(03)00006-3
Publication status	Published - 2003

Keywords

Case Study
Customer profitability
Customer relationship management (CRM)
Implementation

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10.1016/S0019-8501(03)00006-3

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title = "The implementation of customer profitability analysis: a case study",

abstract = "By using customer profitability analysis (CPA), firms can determine the profit contribution of customer segments and/or individual customers. This article presents an approach for the implementation of CPA. The implementation process is illustrated using a case study of a firm producing and selling professional cleaning products. The case study highlights specific issues related to CPA in an industrial setting, and the results provide examples of the possible benefits of implementing a process of regular CPA.",

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author = "{van Raaij}, {Erik M.} and Vernooij, {Maarten J.A.} and {van Triest}, {Sander P.}",

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AU - van Triest, Sander P.

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AB - By using customer profitability analysis (CPA), firms can determine the profit contribution of customer segments and/or individual customers. This article presents an approach for the implementation of CPA. The implementation process is illustrated using a case study of a firm producing and selling professional cleaning products. The case study highlights specific issues related to CPA in an industrial setting, and the results provide examples of the possible benefits of implementing a process of regular CPA.

KW - Case Study

KW - Customer profitability

KW - Customer relationship management (CRM)

KW - Implementation

U2 - 10.1016/S0019-8501(03)00006-3

DO - 10.1016/S0019-8501(03)00006-3

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VL - 32

SP - 573

EP - 583

JO - Industrial marketing management

JF - Industrial marketing management

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ER -

The implementation of customer profitability analysis: a case study

Abstract

Keywords

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