Customer scoring analysis

Scoring-Analyse der Kunden – Die Scoring-Analyse ist ein Verfahren, mit dem die Ausprägungen verschiedener Kundenmerkmale zu einem Gesamturteil verdichtet werden können. Die anderen Verfahren der Kundenbewertung haben den Nachteil, dass sie nur den pagatorischen Wert (Earned value) der Kunden betreffen. Mit einem Scoring-Model (Punktbewertungsverfahren) können die Kunden ganzheitlich bewertet werden, d. h. pagatorisch, akquisitorisch und informatorisch.

The value of corporate customers can be measured using ten criteria. The criteria are weighted according to their importance for the company, with the sum of the weighting factors being 100%. The individual customers are evaluated with zero to ten points according to these criteria (see table of customer evaluation sheet).

If the point values of the individual criteria are multiplied by their weighting factors, the customer's weighted partial values result. The sum of the weighted partial values represents the estimated total value of the customer, which according to this method can be a maximum of 100 points. A minimum total value that corresponds to the company's respective level of aspiration must be determined for the decision to start and maintain or to abandon or reject business relationships. With a threshold value of 25 points, for example, the following would have to be decided:

(No) relationships should be established with potential customers with a total value of over (under) 25 points.

The company should dispose of current customers with a total value of less than 25 points if no increase in value appears possible in the foreseeable future.

Current customers with a total value of more than 25 points are to be retained. The intensity of the support should be differentiated according to the respective total value of the customer:

The scoring process enables a multi-dimensional and weighted overall evaluation of the individual corporate customers. These advantages are offset by the following disadvantages:

The selection and weighting of the criteria is subjective.

Obtaining the relevant information is time-consuming.

Different evaluators can arrive at different results.

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