Previously, I talked about the overall customer portrait analysis, that is, according to the historical sales records of all customers of the company, the customers are divided into buying customers, new customers, churned customers, and returning customers, and some corresponding ratio indicators are calculated, such as churn customer ratio, new customer ratio, Regression customer ratio, etc., through this overall portrait analysis, you can find out whether there are problems in the company's new development of customers, or retention of old customers, at the same time, you can also list a detailed list of various customers, and through simple linkage, quickly grasp the basic situation of the customer, but if we want to show a customer information more comprehensively and three-dimensionally, then, we need to do a detailed portrait analysis for it.
Let's take a look at what data needs to be included in the customer's profile profile:
Current revenue, prior year and year-on-year.
Year-to-date revenue, year-on-year and year-on-year growth.
Historical Cumulative Revenue, Historical Cumulative Gross Profit, Historical Cumulative Gross Margin.
Gross profit for the current period, year-on-year and year-on-year.
Gross profit accumulated this year, previous year and year-on-year.
Gross profit margin for the current period, year-on-year and year-on-year.
Gross profit margin for the year, year-on-year and year-on-year.
Historical order value, number of orders, number of products.
What products have been sold in history and the specifics.
What salesmen handle the historical sales and the specific situation.
When was the first order, and the specifics.
When is the largest order, and the specifics.
The specifics of historical returns.
The status of orders and shipments during the historical period.
Distribution of aging receivables.
Distribution of overdue ageing.
Receivables for historical periods.
When we need to know the detailed portrait of a customer, we can open the detailed customer portrait analysis report and filter the corresponding customer, or we can drill into this report to see the detailed data of a customer.
Let's enter the system to operate: let's first open the overall customer portrait analysis report.
When we look at some of the more detailed customer lists, we may be interested to continue to see the corresponding data to see if we can find some patterns. For example, when we look at churned customers, when we want to know why a certain customer is churned, we can find some patterns or problems through his historical transaction information, and then we can double-click the mouse. The system lists all the purpose reports that can be drilled into by the current action, and we directly search for the portrait report, and then find the detailed customer portrait analysis.
When you determine the target report to be drilled into, double-click the mouse, and the system will automatically pass the previous customer name or code to this report, and then you will see the detailed customer portrait of this customer. Through this customer profile, you can find the corresponding historical sales: which products have been bought, which salesmen have handled, the earliest transactions, the largest orders and his returns, the historical transaction trends and his accounts receivable.
For example, although this customer has been lost, there is no situation where the accounts receivable have not been recovered.
Let's switch back to the overall customer profile. Let's say we want to analyze repeat customers who have multiple purchases or sales, and we can do the same thing when one of our customers is interested. Double-click the mouse to directly select the detailed customer portrait analysis that has been collected above. The system will jump to all the customer data of this customer, such as his historical sales, transactions, trends, and accounts receivable, which can see more comprehensive information.
At this point, some friends may say, then if this information is not enough, for example, I still want to see the customer's sales expenses, what should I do?No problem, as long as there is cost data for each customer, for example, in the general ledger, the sales expense account has the auxiliary accounting item of hanging customers, and the relevant data can be displayed in this report.
To sum up, customer portraits are used more in the retail industry and less mentioned in the manufacturing industry, but in fact, with such a detailed and comprehensive portrait, we can also use it in other scenarios. For example, at the beginning of the year, if a customer wants to negotiate a more favorable ** or account period with you, you can call up the customer's portrait and tell the customer: "Look, you have only produced so many goods in a year, and there are so many overdue payments, in this case, it will be very difficult to increase the account period for you." Otherwise, you settle some overdue payments first, and then promise to sell 30% more goods next year, and I will help you apply for a more favorable policy?”