6+ Customer Profitability Analysis Templates – PDF

When you’re trying to gauge your business’s financial situation, one of the factors that will contribute to that would have to be the revenue you gain from customers. However, its important that you realize just how much your business will profit from a specific type of customer.

That way, you should be able to understand exactly what revenue you’ll tend to gain on the specific types of customers that your employees will be engaging with. And that’s why this article is going to teach you all that you need to know in order to create a customer profitability analysis. You can also like customer analysis templates.

Sample Customer Profitability Analysis

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Customer Profitability Analysis Guide

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Customer Profitability Analysis in Accounting

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How to Conduct a Customer Profitability Analysis

Remember that the purpose of having this type of analysis done is so that you are able to profile your business’s customers based on how much profit they contribute. The information that you are able to obtain is without a doubt valuable as it will tell you exactly who it is that you should be focusing your marketing and sales strategy plans on.

So, with that in mind, here are the steps that will allow you to conduct a proper customer profitability analysis:

1. Write Down the Revenue Gained from Customers and the Total Unit Business Costs

The first and arguably most important step that you’re going to have to take when conducting this type of analysis is for you to write down the total amount of revenue gained from customers, and the costs that your business has had to make in order to serve them. This should give you a general idea as to how just how much you were able to gain and it will help you see as to whether or not you should continue to invest your strategies and operations to these customers. You may also check product analysis templates.

2. Subtract the Direct Product and Service Costs

The next step is for you to subtract the costs of both from each other. These are anything from the costs of goods sold and the costs of sales. The information that you obtain from doing this should give you a gross margin per customer. You may also see financial analysis samples.

3. Identify Other Customer Costs

There should be other costs specific to the customer such as a particular sales and marketing campaign or servicing and retention costs. Orders of magnitude will do rather than getting hung up on 100% accuracy. If you’re going to be applying any sort of proxy, then you have to make sure that you’re consistent when doing so.

Simple Customer Profitability Analysis

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Time Driven Customer Profitability Analysis

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4. Sort Out Your Customers

Once you’ve finished identifying all of the other customer costs, then what you’re going to do next is to sort out each and every single one of them. The way in which you will be doing so will be via their net profit, to which you will then draw a cumulative profitability curve starting with the most profitable to the least. Basically, you’re trying to see which of your customers gives your business a lot of money, and which ones that give only a little. You can also see freight cost analysis templates.

This is an effective way to visualize the relative profitability of customers. It’s the perfect way to help you see as to which of your customers are critical towards helping your business reach financial success. You’ll be able to realize which type of customers you’ll want to focus your marketing and sales efforts on, ensuring that you don’t waste time and resources on that one’s that you shouldn’t. You may also check market analysis templates.

5. Come Up With a Retention Plan

Before you come with any decisions on what you want to do with non-profitable customers, it’s important that you are able to come up with a plan that will ensure that your business retains its most valuable customers. You want to make sure that the people that your business profits from the most will continue to purchase whatever it is that they need or want from you business. You can also see pestle analysis templates.

This is where you will need to write down whatever you’ve managed to analyze about your core customers. It’s important that you take note of their buying habits and behavior. Is there a specific product or service that they continually purchase? How much do they spend whenever they visit your establishment? Are these customers part of a specific age group? These and other similar questions are the ones you will need to answer if you want to come up with an effective retention plan. You do not want to lose your most profitable customers to your competition. You may also like swot analysis templates.

6. Understand Why Some Customers are Unprofitable

When you’ve managed to obtain information on whom your best customers are, you should also learn more about the ones that your business doesn’t profit from that much. You’ll want to do this as the information could help you understand the potential value that these customers could bring over time. Just because your business isn’t profiting from them now doesn’t mean that there’s no value to these people. You can also like company analysis templates.

So what you’re trying to do is basically to answer this one simple question: What it is that prevents them from purchasing what your business has to offer? There are many possible reasons as to why this is, meaning that you’re just going to have to figure it out. A good way to do so is to obtain the answer from the customers themselves. You can conduct business surveys or even ask them directly to help you understand why they do no wish to purchase whatever product or service your business offers.

7. Come Up With the Strategies to Help Build Up Your Customer Portfolio

The last step when conducting the analysis is to write down what strategies the business should be using based on the information obtained on the type of customers it deals with. You’ll want to come up with strategies that deal with the customers that your business barely profits from as you want your business’s customer portfolio to cater to different varieties.

So what you’re going to do is to use the information you’ve obtained when trying to understand as to why certain customers are unprofitable. Use it to help you come up with the best possible strategies that will ensure that your business is able to take advantage of them when the time is right. Again, just because these types of customers are unprofitable now, doesn’t necessarily mean that there is no value to them. There will be a point in time where these people will prove to be very beneficial. So learn about them as much as you can and understand what you can do to make them profitable when the time is right. You may also like company financial analysis templates.

Customer Profitability Analysis Template

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Strategic Customer Profitability Analysis

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What You Can Do With the Results of the Analysis

Take note that the results can help you understand more as to why certain customers are just unprofitable, at least for your business.

So here are a couple of reasons that can tell you why:

  • A customer with whom you invest to co-create some new product or service which will yield more opportunities for higher margin business. You may also like vendor analysis templates.
  • Your business is probably doing something that these customers don’t particularly like. And maybe it’s because of that, these people aren’t exactly providing your business with any sort of profit.
  • It is a new customer and the acquisition costs have not yet been fully absorbed. It’s possible that in due time, these customers will most likely purchase whatever it is that your business has to offer. You can also check gap analysis templates.

Aside from the customers that you aren’t able to profit from, it should give you an idea as to why certain customers keep doing business with you, as well as you being able to come up with ways to retain them. Take note that you may just be able to learn what it is about your business that they particularly enjoy that makes them keep coming back. Maybe there’s a specific product or service that your business has? Or maybe it has nothing to do with the products or services at all? This will help you identify all of the different factors that will help you tell why these people continue to do business with you. You may also like product analysis report templates.

Also, it should help you see which of these types of customers are your business’s target audience analysis. Again, it’s important to stress out just how important it is to know who your target customers are as they’ll be the ones that you want to keep doing business with and that they’ll be the ones that will provide your business with a lot of profit. Just learn about them and come up with the best strategies to keep them and you should see your business continue growing and developing.

In the even that you would like to learn about the other types of analysis that you can do, then you just need to go through our site. It contains many different articles that should be able to provide you with the help that you need. Just be sure that you read them thoroughly so that you can make the most out of whatever it is that they have to offer. You may also check behavior analysis templates.

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