ACPEN: Rethinking Your Customers to Maximize Profitability: Identifying the Right Clients

Overview

Some customers are unprofitable from an economic or time perspective – but many organizations do not differentiate or know the difference. When an organization has a unique, well-differentiated service or product, understanding value from the customer’s perspective becomes a crucial factor in profitable pricing. We must take the time to fully understand what our customers value - from the customer’s point of view. What is value? Why do brand, value, and customer focus matter? Developing a deep understanding of our customers is vital. Our most important customer might be someone we have not yet recognized. Understanding both external clients and internal stakeholders - including the evolving role of the finance department, is critical to long-term success. Using humorous video clips, memes, and vetted research, your understanding of customer bases will improve.

Highlights

• Who is your customer?
• What is solution-based planning for customer value?
• Recognizing internal customers (e.g., departments served by finance)
• Exploring profitability differences between customers with similar revenue
• Creating and sustaining a customer value pyramid

Prerequisites

None

Designed For

Strategic CFO & Finance Leaders

Objectives

• Recognize and understand different types of customers, including internal stakeholders
• Learn how to build brand value and retain our best, most valuable customers over the long term

Preparation

None