Strateginis klientų portfelio valdymo marketingas UAB "Teltonika" pavyzdžiu
LTVerslo be klientų nėra. Todėl visoms įmonėms labai aktualu tinkamai identifikuoti, pritraukti ir išlaikyti klientus. Straipsnyje aptariama klientų portfelio valdymo teorijos raida, klientų portfelio valdymo apibrėžimas, dinamika ir marketingo strategijos (puolimo ir gynybinės), taip pat marketingo strategijų sąveika, suderinamumas ir diferencijavimas tarp klientų segmentų, nes įvairūs tyrinėtojai, priklausomai nuo tyrimo tikslų, skirtingai apibūdina klientų portfelio valdymo sąvoką. Pasitelkus adaptuotą klausimyną bei vidinių dokumentų analizę buvo atliktas UAB „Teltonika“ klientų portfelio valdymo tyrimas. Straipsnio pabaigoje pateikiamos išvados ir rekomendacijos.
ENAny business cannot exist without customers. Therefore all enterprises are concerned to identify, attract and maintain appropriately their customers. In the article, there is considered the development of the theory of Customer Portfolio Management. There is presented the definition of Customer Portfolio Management – it is the act of managing and monitoring assets and investments, the creating of an existing or future value through various relationships with customers – from a single ordinary transaction to strategic partnership – allocating efficiently resources, using offensive and defensive marketing strategies. The goal of these investment decisions is to make the largest return on the original investment as possible. There is considered the interaction between marketing strategies, their compatibility and differentiation between customer segments, whereas various researches define differently the concept of Customer Portfolio Management depending on the purposes of their research. The research of the marketing strategy applied by the UAB "Teltonika" in customer management was performed using an adapted questionnaire as well as the analysis of internal documents. The article ends with the following conclusions: in order to perform efficient customer portfolio management, it is required to perform the segmentation of customers distinguishing the following three segments: loyal (committed) customers; casual and potential customers. It is necessary to use offensive and defensive marketing strategies (it would enable ensuring the achievement of short-term and long-term targets).It is appropriate to allocate resources according to the applied marketing strategy in order to achieve the highest possible return at the lowest cost. From the point of view of the Customer Portfolio Management, the purpose of a marketing strategy is to allocate resources in such manner that it would be possible to find an optimal solution, how to balance a customer's portfolio in short and in long term in order to achieve the highest total portfolio value. Four methods, which may be used by a company pursuing to manage efficiently a customer portfolio, exist. The first one represents an offensive marketing strategy, i.e. attracting of new customers; the remaining three are defensive marketing: customer retention, increasing and winning of customers' loyalty. The adjustment of offensive and defensive marketing strategies enables the efficient management of a customers' portfolio, however it is important to select suitable means. The UAB "Teltonika" has what to offer to a market and people who would do this. Therefore it is important to establish to whom and how offer products. The results of the performed research demonstrated that the UAB "Teltonika" does not limit its activities with one marketing strategy, but uses the combination of offensive and defensive marketing in order to ensure the growth of the value of a customers' portfolio. The means of the defensive marketing strategy used by the company oriented towards the stimulation of the loyalty of casual customers are important.
