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Dealing with Unprofitable Customers

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Submitted By shanlek
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Unprofitable customers
In 2006 we interviewed 38 executives from 32 companies in a variety of industries, including IT, manufacturing, health care, finance, and professional services. Of the executives, 90% said they had given serious thought to divesting customers.

Once we have identified them there are four steps to take:
Reassess the relationship –
Is this a customer whose needs have changed and possibly can become a solid customer under a new proposal? HMV are a perfect example of customer’s needs changing. HMV still had a product customers wanted- music and CD’s. However people didn’t want to have to travel into town to get this. People want an album with the flick of a button or want the convenience of a box set delivered to their home. HMV had a strong brand. Everyone recognises the dog and the neon colours. Had HMV moved online ten years ago it had the brand to not only compete with Amazon and Play but to be market leader.

2. Educate the customer –
Does the customer understand fully all of your level payment or automatic delivery offerings? Can the application of your programs, when understood by the
Bank are now attempting to do this with branch visits. Once you enter a branch you will usually have a representative there asking you can they assist with your business. This is of course an attempt to move everyone online but it also helps with the upselling process and building relationship.
Dell does this very well Dell Computers does this very well. Roughly two to three weeks after expected delivery of a Dell product, a customer service representative gives the customer a call (this has happened to me twice). The purpose of the call isn’t to try sell anything, it’s simply a courtesy call to make sure the product has arrived and the customer is happy with it.

3.Renegotiate
For instance, FedEx in the late 1990s crunched the numbers on its

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