Format: Live Online
Customer relationships drive all opportunities for the firm. Customer stratification determines which customers are contributing to a company’s success, whether cost to serve is properly managed, and where growth opportunities lie. Customer stratification has been used for pricing optimization but is increasingly being used in creating high return on investment growth initiatives. This course explains straightforward approaches to customer stratification and opportunities that companies can capitalize on by effective use of the technique. Examples will be used from the many companies that Texas A&M’s Global Supply Chain Lab has worked with on this highly successful best practice.
Key Issues we address in this session are:
- How are customers reacting to new sales channels and processes? Do these reactions differ by customer size, technology, or growth strategy?
- Will current key accounts remain so? How will those customers grow? How will those growth models affect their relationships with the distributor?
- How will new data analytic capabilities impact the ability to understand customers and their buying habits? What are the best practices for profiling and pursuing customer opportunities?
Who Should Attend
- Sales and Marketing Managers
- Business, Branch and Regional Managers
- Pricing Professionals and Business Analysts
- Marketing Professionals and Data Analysts
- Distribution Management Professionals
- Anyone who communicates or works with customers
Taught by faculty of the Texas A&M University Industrial Distribution Program