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Indicators of client base


At obedineni the companies it is necessary anlizirovat klienskuju bau on a number pokaatelej, helping more precisely and more objectively to define it rynochnju cost. Such pokaateli can be grouped і, for example, in sledjushchuju system.

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Drawing 11. System рoкяaтeлeй tllenskoj bay
pokaateli client bay, defining its market value and
Which owing to it it is necessary anlizirovat at obedineni the companies, avto ° pedlagaet to break on two groups: абсолютніе also it is relative. Accurate border between these groups of indicators to conduct difficultly, poskold, napimer, pi account pokaatelja stability client bay (quality indicator) трeбyeтcя, besides pochego, account of its age structure (quantitative by the nature pokazatell). It is necessary to underline also, that, depending on the concrete bargain, account of some indicators can not be required silt to be praktieski not realizable (in siu otsutstvi necessary iformatsii).
Sootnoshene absolute and comparative figures at anlize client base it is defined sledjushchimi obstojaelstvami. On the one hand, absolute indicators rasslitat it is practically easier. With other - piroda klentskoj bay it is that, that its quality and tsenost for ivestora can be ponty only at the analysis of factors which not always it is possible to express kolchestvenno. Therefore in practice pedpochtitelnee a skilful combination of both groups of indicators.
Absolute indicators include a gain, pibyl and the number of clients in otnosheni is exclusive klieuskoj bases (instead of in otnosheni all klieuov kompani).
Dostoistvami absolute pokaatelej jaljajutsja simplicity of their account, dostrpnost iformatsi, necessary for and account, possibility to compare and range the company on veliine klieuskoj base and those absolute incomes, which onapriosit.
The author considers possible to carry to defects of absolute indicators ishoriovanie efficiency klieuskoj bases, i.e. that, how many there is each of clients and how many on the average gains silt pibyli it pinosit dja kompani. Such indicators also not uchiyvajut темпі growth of client base in the past, that zatrudnet anliz its possible dinamii in the future.
Comparative figures in the majority oprajutst on absolute, but allow to compare among themselves the companies and their client bases a wound of sizes. This group includes pokaateli counting on one client, such, as a gain, expenses, profit, and also profitableness of client base and its dynamics.
Indicators a gain/client, an expense/client and profit/client settle up by division of the general gain, expenses and profit, accordingly, concerning exclusively to client bae, on number of clients client bay.
Profitableness client bay is defined by delend the profit brought client bloj, on its gain.
poklatel dynamics client bay can include account of rates of increase of client base on years, arithmetic-mean and srednegeometichsskogo growth rates for anaiziruemyj the period in the past.
Of denomination relative poklatelej are possibility to compare rlnye on absolute parametam kompadi and and client bay, anaizirvat effektdnost client bay, i.e.
that, how many gains id profits are generated on the average by each client or how many money resources on the average leave on its service and to evaluate tendencies in raviti client base.
To defects relative poklatelej carry dnoodovanie absolute to steams etov. nesmottja on high effektdnost (for example, at low poklatele expenses/kliett), klientska the base can bring and sobstvendku mao incomes in absolute measurement.
Quality indicators represent most itterestuju and difficult group of indicators. In it sotave allocate such poklateli, as loyalty of client base, it stabinost, harakteristii client bay on steped vovlechend clients, degrees individudzatsii prodktsi and services and ddersifiatsii.
Loyalty tientskoj bases defines zhelade clients to address again in tt the company on purpose is acquired d new prodktsi or services [80, p. 16]. It can be measured or is direct, through quantity повторніх obrashchenj, or indirectly [93, p. 4].
The more quantity repeated obrashchenj the client with whom at the company it was established a feedback is direct also, the loyalty of the given client is considered above. Thus it is necessary to understand, that the quantity oblashcheny is understood as desire again and again pi°bretat prodktsiju or services, instead of complaints on poor-quality obsluzhlvane or on defects in tovaaah [106].
The quantity повтооніх obrashchenj speaks about that, the established connection is how much sweaty. At that the circumstance Here matters, that not only kompanja tries maksimlno to satisfy full requests of the client, but also klien with a current vlemeni "gets used" to style kompashi, that does business ties much more strongly.
Indirectly to measure loyalty it is possible, uchityva sledjushchie factors [93, p. 4]:
Conformity podktsii or services ozhidanjam klienov;
Expenses on perekljuchene;
Appeal prodktsii or services konurentov;
Propensity to search of the new.
More low these factors are considered more in detail.
At opedelenii conformity of production ozhidanjam clients of characteristics podutii predagaetsja the author conditionally to break on take groups, as obligatory and сюрпризніе. For want of obligatory characteristics which ozhid l each client, about any loyalty cannot be and speeches. If poduktsija has only obligatory harakteristikmi it still mlo, to establish "dolgosrochny" contact with klienom. In that case in sledjushchy yes the client can purchase p°dktsiju at konkurena. Therefore, constantly to increase loyalty client bay, nzhno, besides obligatory characteristics pedlagat also sjurpriznye characteristics. Naprimel, poizvoditel roads spoltivnyh cars should, besides such obligatory components as a headlight, a wheel, stekloochistieli, to equip the of automobile phones and others sjurpriznymi with characteristics, with allowance for tastes of the concrete client (is admissible, predsmotret vozmozhnot otlyti or zakryti windows avtomobija on a vocal command).
Expenses for switching include pjamye expenses for switching, expenses for training to the circulation with new podktsiej (drugj the companies), psiologicheskie factors.
To pjamym to expenses for switching carrying those expenses which can suffer klieu if it passes to competition at. For example, kompanja (kotor the l in danom a case will be the client) at change IT повайдера can be should to suffer costs for dismantle of the former IT Equipment and installation new, narjau with пограммжім maintenance as new IT повайдер can not support tshnichskis standards former IT дoвaЛдeрa kompani.
Expenses for training with new poduktsiej in data pimere it is possible for the circulation schiat cost educational trenngov, posvjashchenyh new pogrammnomu obespechenju, praviam safety within the limits of new IT system, etc. Such expenses include as a monetary outlay, and potrachenoe for this time (lternativnye costs).
At last, at transition from kompani to it konkurentr, the client in most cases tests neki psiologicheski a barrier as it is necessary to it pivykat to something new and nepiychnomu.
The above an expense for switching klieua from the company to the competitor, the above lojanost klieuskoj bay.
The openness sovremenogo ryzha leads to that pi ukrepeni lojanosti client bay it is necessary to consider appeal продкіци ii services кoнюPeиoв. The better konuren on any of parametres (quality prdktsi, пхлeгр) oдaждoe service obsluzhdade, etc.), the dzhe loyalty client bay dadoj kompani.
On loyalty of client base vldet iogda and such factor, as subconscious aspiration popr°bova something new. To some clients such "istinkt" not priushch, and °ni, on the contrary, isutshajut a psychological barrier pelekljuchedja. The friend, naobooot, willingly will appear in the ranks of pioneers. The more clients as a part of client base, I have a Russian cabbage soup such oso troubles ostju, the below its loyalty in relation to dadoj kompani.
Stability client bay is defined by a share of big clients and "vozzrstoj" structure [81, p. 15].
Soggasno praiu Pareto, named as "80/20 [103], eighty percent of a gain bring twenty percent of clients. In practice it, of course, meets not always, but it is necessary to understand accurately, that the above a share of big clients, the stabinee klientska baa. Such clients, in many respects because of essential potentsdunyh zattat on switching, not stemjatsja in itself to pass to konkuuettt. However if kompadja cannot meet their requests and all of them will be compelled to leave to competitors, verdt and praktieski it will be impossible.
Under "age" structure podmaetsja rlbivka client bay on ditelnosti otnoshedj with kompadej. poddobnee a hell from "age" structure and account of the remained term useful ispolzovadja see in ggave 2.
Degree of involving and individualization degree speaking about tm, how much udialnym javljaetst the goods sold concrete kliettu. Than more specific tebovani klietta it is considered and the more actively he participates in the process sozdadja prodktsii, the above its degree vovlechend and that tsennee for it slozhdshiesja with kompadej otnoshedja. In taki sluchah clients are often ready to overpay the "standard" price prodktsii, as in this produktsi readzovany and linye pozheladja.
Under diversifikatsiej client bay podraumevaetsja that, how much ranorodnoj (on geographical, sexual, age etc. a sign) it is. The it more diversifitsirovanna, the is less risk for company to lose at once of all klienov.
The cores pokaateli and characteristics klienskoj bay, oпeДeлxoIпдe it spaedivuju a market value are that.
At association kompanj it is necessary always vnachle oplhit a place client bay as a whole in business of the company and to give it kolichestvenuju and kachestvenuju an estimation. At such podode pols deducing of its market value becomes more obosnovanym, clear and logical.
Conclusions under chapter 1
Anliz мeжднaчoдныx интеграїціоньїх p°tsess°v pokayvaet, that the basic form of these p°tsess°v are obedinenja the companies. Relizatsija such bargains including rossijskh the companies ttebuet harmonisations of the international and Russian methodology of an estimation and the account of cost of bargains and NMA.
Comparative anliz legal bases and systems of the account of bargains on association kompanj abroad and in the Russian Federation pokayvaet, chgo for the Russian companies passing on MSFO, it is extremely important ponmat basic distinctions in the account of bargains on association and an estimation of passing assets and obligations between Russian and foreign paom. According to the foreign legislation, the account of bargains is conducted on a purchase method when it is necessary to find fair market costs of all passing assets and obligations. Russian pao ПЛЦУcмaтyивaeт some methods of the account of such bargains, and n at one of nh otsena assets and obligations are not obligatory.
Sletematizatsija the specification but-pavovoj bay otsenk NMA at association of the companies, provedenna the author, allows to allocate two основніе features of estimation NMA at company association, according to the foreign right. First, all aktin and the obligations reflected on blanse of kompani-object, should be evaluated on spavedlioj a market value. Secondly, besides reflected on blanse to identification and an estimation podezhat also assets and obligations, earlier not otrazhenye on blanse kompani-object, but being those, on MSFO (for example, klientska baa). The Russian right, naproti, not predsmatriaet allocation not reflected aktiov and obligations also does not demand earlier nahozhdene their market value.
Experience of the western countries shows, that at association kompani in potsesse raspredeleni the bargain prices naibolyli weight fall NMA (vkljucha business reputation). Moreover, in the price of the bargain from all NMA the greatest weight is necessary on client base, i.e. on set of natural or legal persons with which the company had business contacts and it there is a feedback. Given obstojaelstvo does izuchene priody klieuskoj bases aktulnym and significant. Длярoccнcкн the companies, pelehodjashchih on MSFO, the importance of it even more usiivaetsja as «klieuskl baa» in Russian the peahen not zakrepe also needs to represent the term accurately pirod NMA for which iuestory patja most of all.
For the analysis klieuskoj bay kompani on purpose opredelenja its place and the importance in business an autobreakage pe dagaetsja to use rja pokaatelej which can be sgrupprovany in koliestvennye (number of clients, a gain, expenses, profit on all client bae and counting on one client, dynamics klieuskoj bay) and kachestvenye (lojanost, stability and diversifikatsija client bay).
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A source: Aksenov Andrey Igorevich. the ESTIMATION of CLIENT BASE AT ASSOCIATION of the COMPANIES. The DISSERTATION on competition of a scientific degree of a Cand.Econ.Sci. Moscow -. 2007

More on topic Indicators of client base:

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  2. Recommendations about account of a market value of client base of the company-object
  3. Use of the profitable approach for an estimation of client base at association of the companies
  4. Use of the comparative approach for an estimation of client base at association of the companies
  5. Use of the wasteful approach for an estimation of client base at association of the companies
  6. the Analysis of client base as the most significant component of non-materialassets at association of the companies
  7. the Substantiation of account of the remained term of useful use of client base at its estimation within the limits of method MEEM
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  9. the Substantiation of account of a cash flow at an estimation of client base within the limits of MEEM
  10. Deducing of a market value of client base at its estimation within the limits of MEEM
  11. the Place of client base in system of business (company) as a whole
  12. Basic data for account of a market value of client base
  13. the Substantiation of account of the rate of discounting at an estimation of client base within the limits of MEEM
  14. the Analysis of client base of "Object" as one of main motives of the bargain on association
  15. 2.1.4. A substantiation of expediency of development of method MEEM for an estimation of client base at association of the companies
  16. Account of a market value of client base at association including the Russian company
  17. Chapter 3. An estimation of client base in practice at association including the Russian company
  18. Recommendations to the Russian appraisers according to client base at association including the Russian company
  19. Andreeva Anna Viktorovna. Dynamic model of management of client base of the company on a basis markovskih chains. The dissertation on competition of a scientific degree of a Cand.Econ.Sci. Moscow - 2013, 2013