Analýza portfolia zákazníků a návrh diferenciace vztahů k zákazníkům

Abstract

The thesis focuses on customer relationship management in a selected manufacturing company. Every customer brings a different value to the company and the company should know what value each customer brings to it. The aim of the Study is to analyze the customers portfolio and based on its results to suggest changes in the approach to customers and recommend methods of further cooperation. Based on the size of their shares in total turnover the customers are divided into three groups (key, significant and insignificant) using the Pareto‘s analysis method. Due to the greatest importance of key customers, the subsequent analysis is focused on this group. Following the analytical part, changes in the approach to individual customer groups are proposed. These changes would strengthen existing and support future relationships between company and customers. Proposals for changes in the overall approach to customers can increase the company's attractiveness in the market and contribute to the discovery of new customers and new markets.