The hidden cost of mass retailing. By Robin Tidd
In past articles I have referred to 'cost per lead, cost of conversion, cost of maintaining customer relations and customer performance'.
When an organisation sells regularly or spasmodically to hundreds, even thousands of customers, the financial analysis and management of the sales resource and other costs is complex. Often a business has a mix of a small number of large customers and a large number of medium or small customers. If many customers are worth less than £10,000 per annum, resource management becomes critical.