ABC curve and RFVC score applied to customer portfolio management

One of the great goals of the commercial manager is to increase the customer's life cycle and make the most of it. The research was conducted through the methodology called Design Science, generating an artifact composed of a Control Panel and an Indicators Panel to assist the commercial manage...

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Principais autores: Nakai , Paulo Hideyuki, Stettiner, Caio Flavio, Lima, Ednicio Oliveira, Moia, Roberto Padilha, Junger, Alex Paubel, Formigoni, Alexandre
Formato: Online
Idioma:por
Publicado em: Max Leandro de Araújo Brito
Endereço do item:https://periodicos.ufrn.br/casoseconsultoria/article/view/21066
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id oai:periodicos.ufrn.br:article-21066
record_format ojs
institution Periódicos UFRN
collection Portal de Pediódicos Eletrônicos da UFRN
language por
format Online
author Nakai , Paulo Hideyuki
Stettiner, Caio Flavio
Lima, Ednicio Oliveira
Moia, Roberto Padilha
Junger, Alex Paubel
Formigoni, Alexandre
spellingShingle Nakai , Paulo Hideyuki
Stettiner, Caio Flavio
Lima, Ednicio Oliveira
Moia, Roberto Padilha
Junger, Alex Paubel
Formigoni, Alexandre
ABC curve and RFVC score applied to customer portfolio management
author_facet Nakai , Paulo Hideyuki
Stettiner, Caio Flavio
Lima, Ednicio Oliveira
Moia, Roberto Padilha
Junger, Alex Paubel
Formigoni, Alexandre
author_sort Nakai , Paulo Hideyuki
title ABC curve and RFVC score applied to customer portfolio management
title_short ABC curve and RFVC score applied to customer portfolio management
title_full ABC curve and RFVC score applied to customer portfolio management
title_fullStr ABC curve and RFVC score applied to customer portfolio management
title_full_unstemmed ABC curve and RFVC score applied to customer portfolio management
title_sort abc curve and rfvc score applied to customer portfolio management
description One of the great goals of the commercial manager is to increase the customer's life cycle and make the most of it. The research was conducted through the methodology called Design Science, generating an artifact composed of a Control Panel and an Indicators Panel to assist the commercial manager in the management of the client portfolio. Theories were used to construct the artifact, such as the ABC Curve and the RFVC score. To evaluate the projected artifact, the scientific methodology was used through a case study. The tool proved to be efficient in presenting, in an organized way, based on data, the classification of customers in categories through a table of scores, enabling a detailed view of each customer, as well as graphically, offering an overview of health customer portfolio and business risk. In addition, the tool enabled the manager to set new targets for salespeople in addition to financial targets, offer customers a mix of products not yet tried, optimize campaigns, increase the average ticket and maximize sales throughout the customers' life cycle. The results proved the efficiency of the artifact generated as an applicable tool in the management of the customer portfolio, being replicable for other types of business
publisher Max Leandro de Araújo Brito
publishDate 2020
url https://periodicos.ufrn.br/casoseconsultoria/article/view/21066
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spelling oai:periodicos.ufrn.br:article-210662020-07-16T03:01:54Z ABC curve and RFVC score applied to customer portfolio management Curva ABC y puntaje RFVC aplicados a la gestión de cartera de clientes Curva ABC e Score RFVC aplicados à gestão da carteira de clientes Nakai , Paulo Hideyuki Stettiner, Caio Flavio Lima, Ednicio Oliveira Moia, Roberto Padilha Junger, Alex Paubel Formigoni, Alexandre Artefato; Painel; Controle; Indicadores. Artifact; Panel; Control; Indicators. Artefacto; Panel; Control; Indicadores. One of the great goals of the commercial manager is to increase the customer's life cycle and make the most of it. The research was conducted through the methodology called Design Science, generating an artifact composed of a Control Panel and an Indicators Panel to assist the commercial manager in the management of the client portfolio. Theories were used to construct the artifact, such as the ABC Curve and the RFVC score. To evaluate the projected artifact, the scientific methodology was used through a case study. The tool proved to be efficient in presenting, in an organized way, based on data, the classification of customers in categories through a table of scores, enabling a detailed view of each customer, as well as graphically, offering an overview of health customer portfolio and business risk. In addition, the tool enabled the manager to set new targets for salespeople in addition to financial targets, offer customers a mix of products not yet tried, optimize campaigns, increase the average ticket and maximize sales throughout the customers' life cycle. The results proved the efficiency of the artifact generated as an applicable tool in the management of the customer portfolio, being replicable for other types of business Un de los grandes objetivos del gestor comercial es aumentar el ciclo de vida del cliente y rentabilizarlo al máximo. La investigación fue guiada a través de la metodología que se denomina design science, generando un artefacto compuesto por un Panel de Control y un Panel de Indicadores para auxiliar al gestor comercial en la gestión de la cartera de clientes. Para la construcción del artefacto, se utilizó teorías como la Curva ABC y score RFVC. Para evaluar el artefacto proyectado, se utilizó la metodología científica a través del estudio de caso. La herramienta se mostró eficiente en presentar de manera organizada, pautada en datos, la clasificación de los clientes en categorías a través de una tabla de puntuaciones, permitiendo obtener una visión detallada de cada cliente, así como un gráfico, ofreciendo un panorama general a cerca de la salud de la cartera de clientes y el riesgo del negocio. Asimismo, la herramienta posibilitó al gestor definir nuevas metas además de las metas financieras para los vendedores, ofrecer a los clientes los productos todavía no experimentados, optimizar las campañas, aumentar el ticket medio y maximizar las ventas a lo largo del ciclo de vida de los clientes. Los resultados comprobaron la eficiencia del artefacto generado como herramienta aplicable en la gestión de la cartera de clientes, siendo replicable para otros tipos de negocios. Um dos grandes objetivos do gestor comercial é aumentar o ciclo de vida do cliente e rentabilizá-lo ao máximo. A pesquisa foi conduzida através da metodologia denominada Design Science, gerando um artefato composto por um Painel de Controle e um Painel de Indicadores para auxiliar o gestor comercial na gestão da carteira de clientes. Para a construção do artefato, utilizou-se teorias como a Curva ABC e score RFVC. Para avaliar o artefato projetado, utilizou-se a metodologia científica através de estudo de caso. A ferramenta mostrou-se eficiente em apresentar de forma organizada, pautada em dados, a classificação dos clientes em categorias através de uma tabela de pontuações, viabilizando uma visão detalhada sobre cada cliente, bem como de forma gráfica, oferecendo um panorama geral sobre a saúde da carteira de clientes e o risco do negócio. Além disso, a ferramenta possibilitou ao gestor definir novas metas para os vendedores além das metas financeiras, oferecer aos clientes mix de produtos ainda não experimentados, otimizar campanhas, aumentar o ticket médio e maximizar as vendas ao longo do ciclo de vida dos clientes. Os resultados comprovaram a eficiência do artefato gerado como ferramenta aplicável na gestão da carteira de clientes, sendo replicável para outros tipos de negócios Max Leandro de Araújo Brito 2020-07-16 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://periodicos.ufrn.br/casoseconsultoria/article/view/21066 Revista de Casos e Consultoria; v. 11 n. 1 (2020); e1116 2237-7417 por https://periodicos.ufrn.br/casoseconsultoria/article/view/21066/12969 Copyright (c) 2020 Paulo Hideyuki Nakai , Caio Flavio Stettiner, Ednicio Oliveira Lima, Roberto Padilha Moia, Alex Paubel Junger, Alexandre Formigoni

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