Customer Analysis to Improve the Top and Bottom
Questionnaire data show that many SMMs are missing an opportunity to use information about their customers to improve profitability and cash flow, to avoid having too much business in a single or few customers, and to find new customers and markets. Graph 1 shows the number of companies listing information about customers, with dollar sales and zip code the top items listed. Of 122 companies reporting, 74 listed dollar sales by customer and 71 listed zip codes. Only 31—25%—maintain profit information by customer. Knowing the profit that a customer generates is critical where one or a few customers account for most of the firm’s business. Graph 2 shows the breakdown of job shops (J) ...
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