Study Guide

Objective

After a completed course should the student be able to:
- describe what customer analytics is all about
- use basic customer analytics in sales and marketing
- critical revise. separate and compare customer data
- describe and construct graphs schemes, value proposition models and possible Revenue related calculations.
- propose actions and improvements based on the customer analytics in the industrial field.

Content

- different customer/buyer categories in the industrial filed, national and international
- profit logic in different part of the value chain
- accessible data and flaws in systems
- existing data and the benefit of it
- model structuring
- documentation, responsibility and reporting
- secrecy, user situations, validity periods

Evaluation scale

H-5

Assessment criteria, satisfactory (1)

Realizes that customer data and customer reactions can be analyzed both in terms of words and numbers
Realizes the importance of what the concept of market, paying customer and high value customers means
Realizes that customer analytics includes logic, mathematics, market and customer understanding linked to profitable business
Realizes that customer analytics is applicable both nationally and internationally in business
Realizes that customer analytics cannot be performed without the customer's presence or feedback from the customer and / or customer's customer

Assessment criteria, good (3)

Can handle basic customer relationships in the industrial context B-to-B and identify key explanatory variables
Can describe what it means to have a customer, take care of a customer and lose a customer
Can identify variables that explain what a good customer is, also what a bad customer is and what a high value customer is
Can fundamentally explain minor differences in industrial business perceptions regarding customer analytics
Understands and can initiate a customer analytics group where different types of insight can and must be combined

Assessment criteria, excellent (5)

Can present simple value proposition models in the form of decay models and matrices as well as basic argumentation
Shows an ability to pursue customer centricity in others' businesses or from their own business perspective
Can describe basic value models with analytics as a base
Can describe and report in at least one language other than Swedish a basic value model as well as argumentation
Can explain that silo thinking should be combated and that confidence is created through open dialogue but linked to company policy

Qualifications

Basic Business Economy,
Marketing,
Cost and Benefit Analysis,
Advanced Cost and Benefit Analysis,
Technical Sales
Tillämpade dataverktyg
Accounting