STRATEGIC CUSTOMER ANALYSIS BASED ON BALANCED SCORECARD
STRATEGIC CUSTOMER ANALYSIS BASED ON BALANCED SCORECARD

Summary/Abstract: The balanced scorecard is one of the well-trialled management instruments that are familiar to all market participants in the world. The paper considers theoretical aspects of the applied strategic customer analysis based on the customer element of the balanced scorecard to be applied in the research process of the strategic organization distribution activity aspects and its sales management. The methodology of the research is the balanced scorecard concept as well as the concept of the applied strategic analysis concept having been developed by the author. The applied strategic customer analysis is depicted to encompass comparative assessment, variances diagnostics and indicators forecast of the customer balanced score cardelement within the strategic customer goals. It encompasses analysis of customer profitability level, analysis of products distribution market share, analysis of customer base volume,composition and structure, and analysis of customer demands satisfaction degree. The applied strategic customer analysis results in the ability to be employed for the long-term, medium and short-term management decisions in the field of the organization distribution activity in conditions of the modern world economy. The methodology instruments of the applied strategic customer analysis comprise an aggregate of techniques (ways, methods) to facilitate handling the essential problems of the analysis accomplished and, respectively, its goal reached. The basic methods of the applied strategic customer analysis include techniques of absolute, relative and average values, comparison, grouping, graphics and table methods, correlation-regression analysis, factoring analysis, cluster analysis and expert evaluation methods. The author draws a conclusion that the applied strategic customer analysis is a sufficiently effective instrument to research strategic aspects of the organization distribution activity and to form analytical support for its strategic sales management in a present-day economic environment.

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