The Customer Value Optimizer (CVO) offered in Archie CRM has been designed around the theory that on average 20% of customers account for 80% of turnover, while 80-90% of the turnover is generated by existing customers. The CVO allows this to be easily identified, allowing e.g. the marketing budget to be suitably tailored to fit.
The CVO is constructed in such a way that the customers can be viewed and selected within the framework of a pyramid consisting of the segments XL, L, M and S. With the aid of the totals table you thus gain an insight into the total turnover achieved per segment. You are also able to compare time periods with one another, thus allowing you to detect an increase or drop in turnover. This table also allows you to see whether the number of customers is increasing or decreasing.
Pyramid on Reference Date
This graph shows what the actual situation is on the settlement date. Which customers are new in a segment of the pyramid and which customers have disappeared? An increase or decrease in average customer value is also displayed.
The movement in the pyramid is easily tracked by means of a migration matrix. Who are the climbers and who is dropping back? Which small customers (S) are spending more and are perhaps moving on to be M customers and which of the top draw customers (XL) are spending less and falling back into the L sector?
The CVO ensures you have a clear view of your customers and you can immediately respond to changes in their status. This can allow your marketing budget to be apportioned more appropriately allowing you to pay more attention to the right customers and thus maximize their value.