The starting point of our customer analysis is the evaluation of existing and potential customers. In order to obtain homogeneous groups of customers, a customer segmentation will be performed, which turns out the different degrees of profitability, price sensitivity and long-term. The objective of customer analysis is to identify these "valuable" customers.

Customers are a key strategic factor for your company. The starting point for a customer analysis is therefore the question about your existing and potential customers. Good customers are profitable, less price sensitive and long-term business partner. They have strategic goals that are not in contradiction to your own interests and they create revenues, and referral model. One goal of the customer analysis is to identify these "valuable" customers. Gaining a new customer creates about five times higher costs for your company as to keep an existing customer in the customer base. Therefore, the loyalty of your customers is of very high importance. One important way to influence your customer loyalty is customer satisfaction.