Browsing by Subject "asiakaskannattavuusmalli"

The purpose of this study was to examine the possibility of using a customer profitability model to measure the value of a forest owner customer to a wood supply company. In the target organization of this study, a wood supply company x, a decision to invest in a certain customer is mainly based on the opinions of the account managers. However, except using their own instinct, the account managers have hardly any tools available to support their decisions. In addition to creating a customer profitability model, there was also the purpose to examine the possible benefits this model could have for the different functions of the wood supply company x. This research was made in collaboration with the wood supply company x. Three account managers and four different management officials from the wood supply company x were interviewed for this study. These semi-structured interviews formed the main part of the data. In addition, some data was collected concerning the annual wood transactions of a certain account manager. The purpose of this was to illustrate the importance of allocating the costs when measuring the value of a customer. The value of a customer cannot only be based on customer satisfaction, for example, but specifically on customer profitability for the company. In order to measure customer value, a customer profitability model was developed: the customer profitability model consists of the volume, the costs, and the future potential of a forest owner customer. By using the customer profitability model the company should segment its customers and create guidelines to maximize their value. Thus far, the wood supply company x has not managed its customers systematically. The customer profitability model formed in this master’s thesis provides a good tool for categorizing customers and managing them systematically. A challenging aspect for the model are the small forest owner customers due to their low amount of transactions. Therefore, the implementation of this model should begin with the biggest and most important forest owner customers.