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Customer
Customer Demographic Attributes
Customer is the most important and most analyzed dimension in any
progressive company. The attributes of customer dimension can be
essentially divided into three part
Customer “Date” of Birth
This is self Self Explanatory. Never should one capture the age
of the customer as people may mis-quote or broadly quote.
Customer residence “Location”
Self Explanatory
Customer Office “Location”
Self-Explanatory
Customer Delivery “Location”
Self-Explanatory
Customer Billing “location”
Self Explanatory
Customer Sales “Channel”
Customer is always assigned to a sales office,, or sales person,
or customer relationship person, where the relationship management
during the sales process is handled.
Customer Relation “Location”
After the sales is closed, sometimes the customer is assigned to
relationship office/person, where the post sales customer relationship/service
is handled.
Customer Entity Type
Customer can be individual, corporate, commercial, non-commercial..
Customer Household Class
Nuclear/Joint/Single Parent, double income/Single Income..
Occupation
Occupation is typically used for customer segmentation for sales
revenue and customer value. Occupation again could be having multiple
lines of classification:
Functional classification:
Doctor, Engineer, Accountant, administrator.
Mode of employment
Service, Self-employed, Free-Lance consultant.
Education
Education is typically used for
customer segmentation for sales revenue and customer value. Education
again could be having multiple lines of classification:
Levels of Education
Matriculation, Intermediate, Graduation, Post Graduation, Doctorate
Domain of Education
Medicine, Commerce & Acccounts, Architecture, Manufacturing..
Years at location/address class
Various classes can be:
- Person staying at same address for last five years
- Person staying in the same colony, city but different addresses
in last five years
- Person staying at two addresses in last five years, but staying
for more than 3 years at current address.
- Person staying at two addresses in last five years, but staying
for more than three years in previous address…
Years at current job class
Various classes can be:
- Person at same Job for last five years
- Person at same company, but different jobs in last five years
- Person at two jobs in last five years, but for more than three
years at the current job.
- Person at two jobs in last five years, but was on last job
for more than three years.
Customer Relationship Attributes
Tenure Band of Customer
What has been the tenure of the customer with the enterprise. The
tenure is calculated using current date minus the date when the
first sale was closed with the customer. The bands can vary purely
depending upon the product cycle.
Payment/Renewal history Class
Various Classes can be:
- Customer making his payments regularly and before due
- Customer making his payments regularly, but many times past-due.
- Customer making his payments irregularly, but has no extended
defaults.
Relationship Value Class
Various Classes can be:
- Customer having large existing relationship since beginning
- Customer having small relationship growing to large existing
relationship
- Customer had a large relationship now reduced to a low value
Product Relationship class
Various classes can be:
- Relationship on a single product
- Relationship across multiple products within same product segment
- Relationship across multiple products
Product Usage class
Various Classes can be:
- Having seasonal, week-end heavy usage
- Having low Usage
- Having consistent heavy usage….
Net-Worth Class
Various Classes can be:
- Current High Net-worth and projected high net worth
- Current Medium net-worth and projected high net-worth
- Current Low net-worth and projected future low net-worth
Complaints & Query Class
Various Classes can be
- High volume of complaints and queries
- Medium Volume of complaints and queries
- Low volume of Complaints and queries
- No complaints or queries…
Current Tenure Band of Customer
This dimension has single level attribute, the value of which is
essentially the various bands (For example >6 months, 6 months-1
year, 1-2 years…)
Average tenure between two transactions
This dimension is used to understand the frwquency of customer
engagement.
Tenure Class of the customer
Tenure depends upon the loyalty of the customer, his level of satisfaction
and the tenure of products on which he is engaged. Short tenure
product will drive short tenure and long tenure products will drive
longer tenure (for example a pension product will drive a long tenure
relationship, whereas five year pure term insurance product will
influence a short term relationship.)
Various Classes can be
- Long tenure as of now and projected long tenure
- Medium Tenure as of now and project long term tenure
- Short tenure as of now and projected long term tenure (pension
product bought last year)
Customer Profitability band
This dimension provides the different slabs of per customer profitability,
so that one can find the spread of customer base on the basis of
how much value they are adding to shareholders. For example we want
to find out on how many customers in Newyork City we have who are
providing USD 1000+ annual profitability and are less than one year
with us. We have to look through dimension of Location, Profitability
band, and tenure band and use the measure “number of customer”
There can be hundred different definition of probability coming
through the permutation of what all is included in revenue and expense,
over what tenure, how the expenses are caluated etc..
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