A Method and a Tool for Commercial Performance Evaluation of a Company: The case of a "Mobile Telephony Operator"

Abstract

In a mature and globalized economy, competition is putting margins of companies to the test, and customers are becoming increasingly expensive to conquer and keep. The easiest way to grow is to acquire more customers and retain them by offering them the highest possible level of satisfaction. Companies are then, forced to establish customer-centric strategies. In this paper, we are interested to the company performance through its customers (also called commercial performance). We propose a generic method for commercial performance evaluation; directed by the decision-makers needs and focused on three main axes relative to the customer perspective: customer's attraction, satisfaction and loyalty. These axes are defined by specific indicators, and are linked to increased revenue of the company and/or its market share. The evaluation of these indicators allows the estimation of the good (or bad) financial health of the company. We implemented the proposed method in a performance evaluation tool and applied it on the case study of a "Mobile Operator".