Case Study: Changing Customer Behaviours to Increase Profitability
- Topics:
- Strategic Management Tools
- Tags:
- Better Management.com,
- Channel Management,
- Customer Base,
- Finance,
- Managerial Accounting,
- Marketing,
- Pricing,
- Profitability
- Source:
- Better Management.com
Vendor Registration: required
Overview: A UK energy supplier faced a gradual decline in its domestic customer base, despite intense activity to develop new products and services. It was also under severe pressure from its main shareholder to improve profitability, as well as increase the customer base. The directors considered a percentage reduction in staff across the business. They realised however that this would only create problems in the future. Two ways forward presented themselves: improving processes to reduce waste and duplication, and looking very carefully at unprofitable domestic customers. An Activity Based Management (ABM) study was launched with these objectives.
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