FINANCIAL AND ECONOMIC FEATURES OF DETERMINING THE VALUE OF CLIENT ATTRACTION AT ENTERPRISES
Abstract
The article states that enterprises need to seek to attract «substantiated» clients, that is, those whose contribution to client capital exceeds the cost of their involvement. The approaches to assessing the value of customer involvement are described: BGT, BN, GL, RLZ, CAC, VK. The formula for determining the value of customer involvement in the enterprise is proposed.
The capitalization of the company is growing through processes that involve the creation of entirely new business models, new products and services. Under these conditions, intellectual assets, such as knowledge, trademarks, human resources, computer systems, and reputation create value for the company.
Examples of rational use of customer capital in synergy with manufacturing and technological development are companies such as Apple, Microsoft, Toyota, Kraft Foods, Samsung, Coogle, etc. In this regard, it is worth paying attention to the cost of customer involvement in enterprises.
At the stage of market development, the main indicator of the effectiveness of marketing processes is the level of attracting and retaining customers. Accordingly, increasing the level of customer retention makes it possible to make sure that consumers are loyal to the company and, therefore, will give preference to it in the future.
We believe that it is necessary to differentiate the cost of attracting a client (for B. Balfоur САС) and payment for actions aimed at obtaining a potential client (for B. Balfоur CPA). The costs of an enterprise are divided into those that include the costs of attracting a client and obtaining a potential client. The latter include the cost of creating free or trial versions of programs, registration, purchase of company products. Attracting customers is a marketing department that has staff costs, non-productive costs and costs of tools. All of them should be reflected in determining the cost of customer involvement in enterprises.
Taking into account the fact that approximately 60 days, according to B. Balfоur’s calculations, takes place so that the potential client receives a new status - permanent, it is necessary to use a formula which takes into account not only the aggregate of all expenses for attracting the client, but also the systemic risk of the country of origin of the buyer. The higher this risk, the higher the cost of attracting the buyer. Developed countries have the lowest systemic risk, and developing countries are higher. Systemic risk takes into account the state of development of the economy of a separate crane and the risks that the enterprise may incur from the loss of such a buyer.
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