Analysis of the customer base
Posted: Sun Dec 22, 2024 9:01 am
This method allows you to determine how quickly the number of customers is growing, as well as to evaluate how effective the existing customer base is. Sales volume and profit are directly proportional to the number of consumers buying the product.
Analysis of the customer base
Source: shutterstock.com
The client base is characterized by three parameters:
The total customer base (TCB) is the number of indonesia email database customers for the entire period of the company's activity (from the beginning to the present), determined on a cumulative basis.
Active customer base (ACB) is the number of customers who made a purchase during a certain period (for example, a month).
The efficiency of the base development is the share of the joint-stock company from the open-stock company, expressed as a percentage.
Let's look at an example:
Period OKB (cumulative total) Battery per month Efficiency of database development, %
January 15 11 73
February 24 18 75
March 36 35 97
The table shows that the greatest efficiency of the database development occurred in March. Also, in the calculations, one can take into account such an indicator as the growth rate, which shows how much the OKB and AKB have grown in a month.
The growth rate is defined as the difference between the value of the OKB and AKB in the current and previous months:
Growth rate = Current month base / Previous month base × 100% - 100%
In our case, the highest growth rate of OKB was observed in February, and the maximum growth in sales was in March.
Period Total base growth rate, % Sales growth rate, %
January 0 0
February 60 63
March 50 94
6 Ways to Increase Sales Efficiency
To comprehensively improve sales performance, you can use the following methods:
Link sales and development strategy of the enterprise in a specific market
Sales success is only 50% dependent on management effectiveness. The other half of increasing sales efficiency is determined by the benefits of your products, correct product and brand positioning, pricing policy, and the correspondence of marketing and educational content to the characteristics of the target audience.
Link sales and development strategy of the enterprise in a specific market
Source: shutterstock.com
You will lose money if you do not adapt to customer demands or local conditions when entering a new market. Selling at the feature level no longer exists. Statistics show that 60% of customers do not buy a product if the marketing policy does not take into account the values of the buyers and does not demonstrate a deep understanding of their needs.
Personalized customer interactions
The issue is not about addressing the client by name, although this is also important, but that stimulating sales efficiency is connected with knowledge of the consumer's pains and interests, that is, promises and future prospects must be directed specifically.
Customers gain trust from brands that speak to them in an accessible language and offer not only good, quality products, but also useful information that allows them to increase the value of the purchase and use of the product.
It is necessary to create a Customer Journey Map. At key points, you can direct their attention in the right direction and influence their choice. This allows you to increase the efficiency of moving the client through the sales funnel and seamlessly bring them to the deal (using different communication channels), helping them make a choice.
Knowing your audience, you can divide it into segments and create a personalized offer for each category. You will see the benefits of digital personalization: information and analytics make it possible to create a map of the customer's path to purchase and respond in a timely manner at the moment when he needs to make a choice in order to use the situation to the benefit of the company.
Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Analysis of the customer base
Source: shutterstock.com
The client base is characterized by three parameters:
The total customer base (TCB) is the number of indonesia email database customers for the entire period of the company's activity (from the beginning to the present), determined on a cumulative basis.
Active customer base (ACB) is the number of customers who made a purchase during a certain period (for example, a month).
The efficiency of the base development is the share of the joint-stock company from the open-stock company, expressed as a percentage.
Let's look at an example:
Period OKB (cumulative total) Battery per month Efficiency of database development, %
January 15 11 73
February 24 18 75
March 36 35 97
The table shows that the greatest efficiency of the database development occurred in March. Also, in the calculations, one can take into account such an indicator as the growth rate, which shows how much the OKB and AKB have grown in a month.
The growth rate is defined as the difference between the value of the OKB and AKB in the current and previous months:
Growth rate = Current month base / Previous month base × 100% - 100%
In our case, the highest growth rate of OKB was observed in February, and the maximum growth in sales was in March.
Period Total base growth rate, % Sales growth rate, %
January 0 0
February 60 63
March 50 94
6 Ways to Increase Sales Efficiency
To comprehensively improve sales performance, you can use the following methods:
Link sales and development strategy of the enterprise in a specific market
Sales success is only 50% dependent on management effectiveness. The other half of increasing sales efficiency is determined by the benefits of your products, correct product and brand positioning, pricing policy, and the correspondence of marketing and educational content to the characteristics of the target audience.
Link sales and development strategy of the enterprise in a specific market
Source: shutterstock.com
You will lose money if you do not adapt to customer demands or local conditions when entering a new market. Selling at the feature level no longer exists. Statistics show that 60% of customers do not buy a product if the marketing policy does not take into account the values of the buyers and does not demonstrate a deep understanding of their needs.
Personalized customer interactions
The issue is not about addressing the client by name, although this is also important, but that stimulating sales efficiency is connected with knowledge of the consumer's pains and interests, that is, promises and future prospects must be directed specifically.
Customers gain trust from brands that speak to them in an accessible language and offer not only good, quality products, but also useful information that allows them to increase the value of the purchase and use of the product.
It is necessary to create a Customer Journey Map. At key points, you can direct their attention in the right direction and influence their choice. This allows you to increase the efficiency of moving the client through the sales funnel and seamlessly bring them to the deal (using different communication channels), helping them make a choice.
Knowing your audience, you can divide it into segments and create a personalized offer for each category. You will see the benefits of digital personalization: information and analytics make it possible to create a map of the customer's path to purchase and respond in a timely manner at the moment when he needs to make a choice in order to use the situation to the benefit of the company.
Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow