Analysing the Financial Potential and Performance of Customer Accounts

The aim of this unit is to ensure sales and account managers have the skills to analyse and manage the financial performance of customer accounts.  It costs much more to win a new customer than it does to retain an existing customer.  However, organisations often fail to realise the costs of maintaining customers.  This unit is about how to maximise profit by monitoring accounts.  You need to understand that measurement of potential and financial performance of customer accounts must be undertaken at the opening of the account and throughout the relationship with your customer.

If you measure and understand the profitability of accounts, you can direct and define the development of your customer relationships and their overall impact on your business.