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Customer portfolio management process

Author

Listed:
  • Milani, Aline Arruda
  • Gaspar, Victor
  • Albrech, Alfredo Junior Paiola
  • Fausto, Daiane Aparecida
  • Migliavacca, Rafaela Alenbrant

Abstract

Identifying and monitoring market changes is undoubtedly a key differentiator that all companies strive to achieve in their management processes. Understanding a company's client portfolio and extracting maximum management information from it is not an easy task, and many managers fail to give this process the attention it deserves. This study proposes a way to manage a client portfolio, building everything from its database to the final indicators. The methodology used was based on Pareto's ABC Curve theory to group and prioritize the data to be analyzed, while clients were segmented according to their potential. The process culminates in the creation of a management dashboard containing portfolio indicators in an easily understandable and interpretable format, enabling the portfolio manager to make informed decisions about the current situation.

Suggested Citation

  • Milani, Aline Arruda & Gaspar, Victor & Albrech, Alfredo Junior Paiola & Fausto, Daiane Aparecida & Migliavacca, Rafaela Alenbrant, 2015. "Customer portfolio management process," Revista IPecege, University of Sao Paulo, vol. 1(2).
    • Handle: RePEc:ags:ipeceg:386213
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