Click here to download the entire "Applications of
Industrial-Strength Business Intelligence" Book
Customer Scorecards
Customer scorecards are “at-a-glance” reporting mechanisms that provide insight into the health of
a customer relationship. Scorecard contents vary and are typically customized to the needs of an organ-
ization. Scorecards include both a comprehensive view of a single customer and a bird’s eye view of
trends across a company’s customer base. Scorecards help align executives, sales representatives and
marketing managers to focus on the key drivers of profit and long-term customer relationships. Key Performance
Scorecards give users the ability to view data from multiple data sources in a single, intuitive format – Indicators
combining tables, charts and graphics. More advanced users can drill into the scorecard to understand % Change in Satisfaction Rating
Top 10 Orders per Region
transaction detail, review profitability or monitor interactions.
Sales by Related Product
Average Revenue per Customer
Sample Report: Scorecard for Individual Customer
Bottom 10% of Customers
Profit per Customer
Customer Scorecard M Lifetime Value
Customer: P.J. Pixelman & Family FICO: 640
Cost per Campaign
L
H
Customer Since: 28-May-85 FICO: 30-Jun-03
Report Date: 30-Jun-03 Available Credit: $25,000
Profibility Rating
ROI per Customer Segment
% Conversion of Customers
Products Owned Balance Last Transaction Notes Recommended Products to Loyal
Personal Checking $5,451 $525 Deposit 8/22/03 Balance never> $15K Investment Account
Home Equity ($89,564) Drawdown $5,000 7/31/03 Missed 2 interest pmts Car Loan
last 12 mos.
CD - 12 month $65,421 Interest credit Due 10/15/3 Credit Card
Mortgage ($326,580) $1,861 payment 8/1/03 5.5%, due May 2028 529 Plan
$1,861 monthly pmt
This customer scorecard offers a quick snapshot of an individual customer relationship, recommended
products for cross-sell, and customer profitability. Sales professionals, customer service representatives or
marketing analysts would use this information to make decisions when preparing for a customer meeting
or actively serving a customer. Next steps in this analysis would be to develop plans to cross-sell to this
customer, analyze trends in individual product balances and payments, or research the trend in the cus-
tomer's credit worthiness.
COMMON BUSINESS QUESTIONS
• What has been the migration of customers across revenue bands over time?
• What is the churn rate within the most profitable customer segment?
• What is the distribution of new and existing customers for the current year?
• What are the average acquisition costs for all customers per quarter?
• What is the monthly trend in counts of active, new, lost and retained customers?
• What products does Customer X own?
• How do this year’s customer satisfaction levels compare to last year?
• What is the regional distribution of the most profitable customer segment?
MicroStrategy: Best in Business Intelligence 57
