Customer Profitability Analysis in Singapore

Kapur, Sachin (2008) Customer Profitability Analysis in Singapore. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

As management thinking progresses and focuses more sharply on customers, it becomes relatively easier to analyze and charge cost to customers. Most valuable asset an organisation has is its customer base. Certainly no business can exist without customer and unless the customers generate revenue in excess of the costs of serving them, at least in the aggregate, then only the business will survive very long. Organisations recognize that though ���¢��������exceeding customer expectations���¢�������� is a worthy goal, exceeding those expectations profitably is necessary for long-term corporate viability.

Customer Profitability Analyzing (CPA) is high on the corporate agenda and rightly so. Marketing staff spend vast sums on securing new business without fully understanding whether these customers will ever be profitable or how long they will have to be retained before they recoup the cost of acquisition.

Having invested large amounts to get a ���¢��������single view���¢�������� of the customer, organizations are now realizing they need analysis tools. The key one is Customer Profitability Analyzing tool. The main purpose of this Management Project Research is to evaluate the importance of the Customer Profitability Analysis (CPA) in Service and Manufacturing industries in Singapore, which relies on the strategy it has adopted toward its customers.

Item Type: Dissertation (University of Nottingham only)
Keywords: Customer Profitability Analysis
Depositing User: EP, Services
Date Deposited: 30 Jun 2008
Last Modified: 13 May 2016 10:33
URI: http://eprints.nottingham.ac.uk/id/eprint/21715

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