ABC curve and RFVC score applied to customer portfolio management

Abstract

One of the great goals of the commercial manager is to increase the customer's life cycle and make the most of it. The research was conducted through the methodology called Design Science, generating an artifact composed of a Control Panel and an Indicators Panel to assist the commercial manager in the management of the client portfolio. Theories were used to construct the artifact, such as the ABC Curve and the RFVC score. To evaluate the projected artifact, the scientific methodology was used through a case study. The tool proved to be efficient in presenting, in an organized way, based on data, the classification of customers in categories through a table of scores, enabling a detailed view of each customer, as well as graphically, offering an overview of health customer portfolio and business risk. In addition, the tool enabled the manager to set new targets for salespeople in addition to financial targets, offer customers a mix of products not yet tried, optimize campaigns, increase the average ticket and maximize sales throughout the customers' life cycle. The results proved the efficiency of the artifact generated as an applicable tool in the management of the customer portfolio, being replicable for other types of business