Was ist ein Kunde eigentlich wert?

Jeder Unternehmer kennt das, diese Phasen, in denen man einfach nicht weiß, wo man zuerst anfangen soll. Am liebsten möchte man alle seine Kunden gleichzeitig anrufen und ebenso intensiv betreuen. Das allerdings lassen weder Zeit noch Budget zu. Doch es gibt einen effektiven Weg aus dem Dilemma: die Kundenwertanalyse. Der sogenannte Kundenwert hilft dir dabei, die Marschroute festzulegen und deine persönlichen Ressourcen möglichst gewinnbringend einzusetzen. Und zwar bei den Kunden, wo es sich auch wirklich lohnt.

Die Spreu vom Weizen trennen

Mit Hilfe des Kundenwerts lassen sich Kunden anhand verschiedener Kriterien priorisieren – also einfach gesagt: in wichtig und unwichtig aufteilen. Denn längst nicht jeder Kunde ist auch profitabel. Wie häufig kommt es vor, dass wir unsere ganze Energie in Kunden stecken, mit denen wir am Ende kaum einen Cent verdienen, während wir andere völlig zu Unrecht vernachlässigen. Mit dem Kundenwert lässt sich die Spreu vom Weizen trennen und die Aufmerksamkeit auf die wirklich wichtigen Kunden lenken.

Wichtige Kriterien bei der Kundenwertanalyse

Zu allererst bemisst sich der Wert eines Kunden natürlich daran, wie viel Geld er bis zum jetzigen Zeitpunkt für Produkte und Dienstleistungen ausgegeben hat. Dadurch ergibt sich eine erste Einteilung in umsatzstarke und -schwache Kunden. Aber Achtung: Diese Betrachtung ist eindimensional und orientiert sich ausschließlich an der Vergangenheit. Wer weiterhin gute Geschäfte machen möchte, sollte bei seiner Analyse auch nach vorne blicken und seine Kunden zukunftsorientiert bewerten. Dabei spielt die Kundenlebensdauer – im Fachjargon Customer Lifetime – eine wichtige Rolle und damit die Prognose, wie lange eine Kundenbeziehung voraussichtlich noch bestehen wird. Hier kann man zum Beispiel auf Erfahrungswerte zurückgreifen oder sich die persönliche Lebenssituation seiner Kunden in Bezug auf das Produktportfolio anschauen: Wer gerade eine Familie gründet, hat andere Bedürfnisse als ein sportlicher Single oder Rentner.

Stimmt das Kosten-Nutzen-Verhältnis?

Was beim Blick auf Einnahmen und Umsatz in der Praxis regelmäßig vernachlässigt wird: Kunden verursachen auch Kosten. Manche sogar mehr als sie einbringen. Wer enorm viel Beratung in Anspruch nimmt, ständig Waren zurückschickt oder seine Rechnung erst nach mehrfacher Mahnung bezahlt, sorgt nicht nur für erhebliche Kosten, sondern blockiert auch die dir zur Verfügung stehende Zeit. Umso wichtiger ist es, auch dieses Kriterium in die Bewertung einfließen zu lassen.

Welchen Wert hat mein Kunde als Multiplikator?

Aber auch umsatzschwache Kunden können einen hohen Kundenwert haben: Nämlich diejenigen, die ein hohes Weiterempfehlungspotenzial haben. Vor allem in Zeiten von Social Media gewinnen Empfehlungen stark an Bedeutung und Multiplikatoren sollten mit größter Sorgfalt betreut werden. Eine hohe Glaubwürdigkeit sowie große Vernetzung eines Kunden können gerade im Bereich von Konsumgütern und Luxusartikeln den Absatz entscheidend beeinflussen.

Umsatz mit den wichtigsten Kunden steigern 

Wer sich anhand der oben beschriebenen Kriterien regelmäßig den Wert seiner Kunden vor Augen führt, kann seine persönlichen und finanziellen Ressourcen besser und effektiver einteilen. Und das heißt: Statt nach dem Gießkannenprinzip vorzugehen, werden die profitabelsten Kunden auch am aufwendigsten betreut. Unrentable Kunden dagegen verschlingen nicht länger unnötig Zeit und Kosten.

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