THE B2B CUSTOMER INFORMATION FILE TEMPLATE

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INTRODUCTION The following consist of an example of a customer information file and includes selected competitor data that you might want to consider for capture and integration with customer data for B2B relationships.

Data for the customer information files are derived directly from such things as questionnaires, interviews, and customer contact (decision makes, call centers, web, etc), merging external marketplace databases with internal ones or inferred through

demonstrated behavior and preferences.

The following information can be developed in an excel format or as part of your CRM system. Business-templates-4u.com can help you develop such databases. For further

information or quote please contact us: info@business-templates-4u.com

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IDENTIFICATION Account number Company Name Main Telephone number Main Fax Number Main email address Website address Locations

CUSTOMER RATING Customer Categorization in terms of value to your company Bonding level presently occupied by customer Bonding objective and time frame

COMPETITOR USAGE & OVERALL SATISFACTION Companies currently supplying customer Duration of relationships of each competitor (and your company) Relationship matrix, showing the various decision makers of the customer and the relative positioning of each competitor with each purchase decision maker or influencer Expenditures by customer with each company, by line of business Share of customer calculation (this period) Share of customer (last period) Satisfaction rating (CSI) for each supplier Dissatisfaction rating (CDI) for each supplier Major upcoming initiatives and associated supplier expenditures Favorability rating (FRI) for each supplier Share of future calculation for each supplier (incorporates current levels of spending and projected levels of expenditure for each among the major investment or procurement decisions, identified previously).

BACKGROUND Business demography: Industry Classification code (SIC) Employment levels

History of Company: Date first incorporated Date first started making relevant products Corporate affiliations and inter-ownerships
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Linkages of ownership, investors, board members (to competitors or your company)

Geography: Head office Regional offices 1. Manufacturing locations 2. Proximity to your company and to competitors

Sales, profitability, and cash flow: Size total sales Growth rate total Size relevant products Growth rate relevant products Profitability overall Profitability relevant products Cash flow, overall

Financial position (relevant ratios, from financial statements): Return on investment (ROI) Operating profit on net sales Asset turnover: sales/assets Current ratio: current assets/current liabilities Stability rations (such as debt/assets) Overhead: general, selling and administration/net sales Coverage: times interest earned Growth: sales growth/asset growth

Market Position: Market size for customers products Market segment participation Market share (current period, past period) Customers major end customers Positioning of the company with its end customers

PRESALE Number of touches or contracts prior to purchases Types of information sought Channels of communications initiated by customer (phone, internet, etc) by type of information sought Contact history - non personal Offers and promotional material sent directly by date Sensitivity to different media, assessed according to response to specific offers, promotional material, advertising

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Sensitivity

to

different

media,

assessed

according

to

respondents

stated

preferences in magazines, TV, etc Medium that contributed to first purchase such as telemarketing, internet, personal referral, TV advertising, direct mail/email solicitation, etc Cal history personal sales calls, by date, by audience Call reports Competitive activity in the account (new products, promotions, relationship development or other)

PURCHASING Purchase behavior Specific items For 1st purchase and all subsequent purchases specific items or services bought by categorization code such as SKU number, by department Usage Rate Application

Recency (R) Date of customers first purchase Date of all subsequent purchases Date of last purchase

Frequency (F) Frequency with which purchases are made (per day, week, month, year)

Monetary value (M) Amount spent on customers first purchase Amount spent on all subsequent purchases Amount spent on last purchase Margin derived from customers first purchase Margin derived from all subsequent purchases Margin derived from last purchase Average expenditures Average margin on expenditures

RMF (recency, frequency, monetary value) for specific competitors Financing For first purchase and all subsequent purchases: method of payment for goods or services bought: cash, credit card, store card

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DECISION MAKERS Names Titles Our staff who have relationships with these people Scoring of quality of relationships we enjoy Relationships scoring we plan to achieve, by person Scoring of quality of relationships specific competitors have Relationship scoring objectives we establish for specific competitors

DECISION MAKING PROCESS

Decision initiators Decision influencers Decision makers Decision confirmers Purchase cycle Time required to make decision by type of decision: New buy Project, system, solution, program, product or service High involvement/strategic vs. low investment/low impact High involvement/strategic vs. low involvement/low impact Modified re-buy Re-buy (standard re-purchase situation)

Month when decision are initiated, by type of product Month when decisions are final Criteria and positioning Vendor-selection criteria Product-selection criteria Key selection and patronage criteria, overall company Key selection and patronage criteria, specific departments or product lines Perceptions of our company in respect of criteria Perceptions of competitors in respect of criteria Opportunities to improve positioning, by major area of purchase unities to improve positioning, by major area of purchase, or procurement decision unities to improve positioning, overall style process by which business is contracted formal proposal development informal relationships receptivity to proactive value addition perception of customer regarding company and competitors style and manner

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INFLUENCES factors influencing level of business contracted business cycle derived demand dependencies

POST-PURCHASE BEHAVIOR Services required Items returned Condition in which returned Purchase amounts of returned product Tone and manner of return Customer complaint frequency, recency Customer satisfaction with issue resolution Elapsed time between product purchase and return

CHANNELS Intermediaries used for product, type and name Intermediaries used for service, type and name Customer satisfaction with channel intermediaries Opportunities to enhance aspects of intermediary performance Channel selection and support criteria for products, services, and company Channel satisfaction with company and competitors

PRICING Pricing history Pricing expectations Win/loss assessments: prices of winning vendors Reasons customer says was behind win/loss decision Pricing structures preferred Competitor pricing, by product line Competitor value-added (pricing and non-pricing dimensions appreciated as valuable by the customer)

PREDICTED BEHAVIOR Product or service expected to be bought next Decision maker for next purchase Value of purchase Decision makers expectations of supplier preceding purchase:
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Call frequency Benefits Presentations New value to be mutually created New value we are expected to create Process changes IT linkages Training Other

Media of primary influence Ancillary services that customer may purchase together with the product Vendor preference, if any Current incumbent, if any Positioning of incumbent or other challenges in respect of forthcoming procurement

CREDITWORTHINESS Debt history Receivables on account Days receivables Payment schedule Credit scoring and rating Competitors payment terms

SELECTED RELEVANT INFORMATION Customers customers Business strategies Key initiatives Account planning

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