Management Questions

Leif Edvinsson (Corporate Director of Intellectual Capital at the Swedish corporation Skandia and co-author of Intellectual Capital: Realizing Your Company’s True Value by Finding its Hidden Brainpower) suggests that companies can evaluate how well they are doing — i.e., assess their customer capital — in part by measuring the following:

• Customer Profile: Who are our customers, and how do they different from our competitors’ customers? What potential do we have to improve loyalty, generate new customers, and convert competitors’ customers?
• Customer Duration: How often does our customer base turn over? What is known about how and when customers become loyal? What is the frequency of our contact with customers?
• Customer Role: How do we involve customers in product design, production, delivery or service?
• Customer Support: What programs are in place to ensure customer satisfaction?
• Customer Success: How do our customers’ annual purchase rate, overall satisfaction and annual purchase amounts measure up with those of our competitors’ customers?

Source:
Intellectual Capital: Tomorrow’s Asset, Today’s Challenge
by Barry Brinker, CPA
AICPA

Posted by Administrator / Customer Questions