Customer Flow Management of a Large B2B Market Organization

Modern market, including its industrial segment, can be characterized by the high level of competition which is constantly rising due to the globalization of business processes and IT- and production- technologies development. Experience gained from various corporations has demonstrated that only those companies that invest in creating long-term relationships with the business-partners can achieve a success on the market. More and more companies from different industries begin to understand that there is a high need to integrate into the unite business-ecosystem even with the competitors to collectively create value for their clients. The goal of this dissertation is to develop an approach to an effective customer flow management in a large B2B market organization. As for the targets to reach the above-mentioned goal, they are as follows: client base clustering, customer flow modelling, marketing activities identification and evaluation of marketing activities effectiveness in terms of their influence on the main KPIs of customer flow management. As for the tools that were used to complete the targets, the following ones were involved: ABC-XYZ-analysis, clustering analysis, regression analysis, company primary data analysis and customer flow model. The summary of the dissertation is devoted to the recommendations how to approach each of the customer segments and some moments were outlined that the company should pat attention to while dealing with their customers in the future.