Customers Earnings Analysis

Theme Gateway Series

Customer profitability analysis

Consumer profitability research

Topic Entrance Series No . 55


Prepared by Jasmin Harvey and Technical Details Service

January 2009

Matter Gateway Series

Customer profitability analysis

Regarding Topic Gateways

Topic Gateways are intended as a refresher or introduction to subject areas of interest to CIMA people. They include a basic classification, a brief guide and a fuller reason of program. Finally they signpost some further helpful detailed understanding and analysis.

Topic Gateways are available in electronic format to PUNTA members simply in the CPD Centre around the CIMA site, along with a volume of electronic resources.

About the Technical Info Service

MUERTE supports its members and students with its Technical Data Service (TIS) for their function and CPD needs.

The information specialists and accounting specialists job closely jointly to identify or create respected resources to assist members handle their work related details needs. Additionally , our accounting specialists can help CIMA users and pupils with the interpretation of guidance on financial revealing, financial management and performance managing, as described in the MUERTE Official Terms 2005 copy.

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a couple of

Topic Gateway Series

Buyer profitability analysis

Definition and concept

Customer Profitability Analysis (CPA) is definitely the:

‘Analysis in the revenue streams and support costs associated with certain customers or customer teams. ‘

VERTICE Official Terminology 2005

Kotler (1997) describes a profitable customer because:

‘A person, household or perhaps company that, over time, produces a earnings stream that exceeds by an acceptable volume the company's price stream of attracting, providing and maintenance that customer. '

The CIMA description does not provide any direction as to when the analysis of customer success should be taken on. Good practice suggests that this examination is taken on over the lifetime of customers, so that a Customer Life span Value (CLV) can be obtained. This really is calculated on the basis that the profitability of shoppers can vary drastically over the your life of their romantic relationship to a organization.


In the modern syllabus, learners will learn regarding and may always be examined in Customer Earnings Analysis (CPA) in P6 Management Accounting, Business Technique.

Related principles

Activity centered costing; feature costing; customer lifetime benefit (CLV); buyer value.

a few

Topic Entrance Series

Customer profitability evaluation


CPA (CERTIFIED PUBLIC ACCOUNTANT) is an important managing accounting instrument based on nice that each customer is different. As a result each buck of revenue or every single dollar of cost produced by the consumer does not bring about equally to a company's success. CPA's benefit lies in the ability to improve strategic decision making. In their book Killer clients: tell the favorable from the negative and grind your competitors, Selden and Colvin estimate the fact that top 20% of customers (by profitability) create more than 120% of an organisation's profits. In the meantime, the bottom 20% generate losses equalling more than completely of earnings. CPA can be used to work out which usually customers comprise the top twenty percent (and the underside 2%). It is also used to support companies to know: •

just how dependent they can be on the many profitable clients


what proportion of resources bring different buyers


the complete cost of servicing a customer including advertising, service and returns


which customers happen to be targeted simply by competitors.


Customer earnings analysis -- approach

The typical approach to CPA (CERTIFIED PUBLIC ACCOUNTANT) is...

Recommendations: Bromwich, M. (1990). The case for proper management accounting: the function of

accounting information for strategy in Competitive Market segments, Accounting,

PUNTA Official Terminology, (2005). London, uk: CIMA Publishing

Botten, D

Epstein, Meters. J. and Yuthas, T. (2007). Managing customer value. Management

Accounting Guideline, Canada: The Society of Administration Accountants of

Kotler, G. (1997). Advertising management: evaluation, planning, execution

and control

CIMA magazines

CIMA Recognized Terminology, (2005)

Aksoy, D, Bejou, M. and Keiningham, T. D. (eds. ) (2006). Buyer

lifetime benefit: reshaping just how we improve profits

Consumer profitability research. Institute of Chartered Accountants of

Great britain and Wales (ICAEW), 2002

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