TECHNOLOGY: Value of individual customers
We investigate the value of the individual in B2B
Many B2B companies, with smaller customer bases than consumer-targeted businesses, find that it is impractical to apply mass modelling techniques when creating a marketing strategy.
If typical, these businesses derive the bulk of their income from a few, high-value customers, and it may not be cost-effective to manage some low value accounts at all. This presents vendors with the challenge of how to create different customer relationship management (CRM) strategies for high and low-value customers in order to gain maximum profit from each type.