With accurate information about costs and benefits, customer retention strategies can be implemented targeted the results analysis for ABC clients demonstrate the importance of individual customers for the sales. This number can change in circumstances from year to year. It is important that based on these results, measures can be taken to cover the demand for the important A customers through appropriate activities. In a scoring model can both monetary and non-monetary size of the customer relationship the award will be judged by points which then totaled to a customer score total will be. Use the RFMR method (recency frequency monetary ratio) the customers are first classified according to the trait purchase behavior. Starting from a base value customers with just past purchases will be credited points, long time customers will receive a penalty past purchase (recency), however. Customers with multiple orders within a period will receive more points than even buyers (frequency). Buyer with a higher order value will also receive more points (monetary ratio), while costs the customer relationship such as E.g.

shipping catalogs or merchandise redemption with a trigger be evaluated. In connection with concepts for a balance of knowledge, detailed information with Becker find Jorg,: intellectual capital report with customer barometer capital of the customer relationship, 2009, ISBN 9783837051773. The often practiced rating of customers after A -, B -, C – and D sales sizes is a license-rational grid and therefore as a control instrument not suitable: sales of customer says only little is known about the profitability of the customers. It’s often the profitable customers who disproportionately take without loading or clearing services. To avoid the weaknesses of the one-dimensional, purely sales-related ABC analysis, this can be in addition to the assessment scale of contribution margin extended. This 9 possible customer classes derive: the high turnover – and DB share AA customers have the highest Customer value, the CC customers in contrast, the lowest value of the customer. Shops often yield the highest profit with existing customers. Hardly anywhere else, you will find similarly high profit potential in comparison to which the expansion of the business with their customers. In addition to the potentials of the existing customer base, especially for the money versus customer acquisition to customer retention plays a role. Jorg Becker (www.beckinfo.de)