Customer Prioritization

What is different in prioritizing customers versus prioritizing channels? To make it more comprehensive I rephrase the question. What is different in prioritizing supermarket as a channel versus prioritizing Reliance Mart as a customer?

Channel prioritization has three major parameters: channel size, channel growth, channel profitability. Customer prioritization is same methodology, i.e. customer size, customer growth, customer profitability with one more parameter that is the people and personalities of a specific customer we have to deal with and their willingness to engage with us.

Every organization should look at how it wants to work with each customer, and the relationship it wants to pursue. This is based on the level of commitment and trust of each party (diagram attached).

Limited collaboration (where one party has high commitment and trust, while the other doesn’t) is not a good place to be, it is always a danger spot with potential risk for disaster. Hence, regardless of priority of customers, proactive organizations need to work cross functionally, it means:

Sales team may own the relationship, but it is the responsibility of the total organization, i.e. production, supply chain, marketing, finance etc. to take the relationships to the next level. Only then the customer and the business is sustainable.

Interested on deeper insights of customer collaboration? Call us @ www.boilingpoint212.com.