1.4 Customer Loyalty and Profitability (Figure 1-17)

Analysis Scale
Customer
Classification		 Loyalty
Index		 Percent
Customers		 Customer
Revenue		 Percent
margin		 Mktg & Sales Exp. per Customer Average
Customer Profit
Loyal 70 to 100
20%
%
$1000
$
50%
%
$100
$
$400
Repeat 50 to 69
30%
%
$750
$
40%
%
$75
$
$225
Captive 0 to 50
10%
%
$600
$
40%
%
$75
$
$165
New 0 to 60
20%
%
$400
$
30%
%
$100
$
$20
Unprofitable 0 to 40
20%
%
$100
$
30%
%
$50
$
-$20
Total/Average  
100%
$585
38.00%
$80
$164
Starting Data Scale
Customer
Classification		 Loyalty
Index		 Percent
Customers		 Customer
Revenue		 Percent
margin		 Mktg & Sales Exp. per Customer Average
Customer Profit
Loyal 70 to 100
20%
%
$1000
$
50%
%
$100
$
$400
Repeat 50 to 69
30%
%
$750
$
40%
%
$75
$
$225
Captive 0 to 50
10%
%
$600
$
40%
%
$75
$
$165
New 0 to 60
20%
%
$400
$
30%
%
$100
$
$20
Unprofitable 0 to 40
20%
%
$100
$
30%
%
$50
$
-$20
Total/Average  
100%
$585
38.00%
$80
$164
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