Determining criteria (KPI) for customer portfolio segmentation based on an available proposal in a regional manner in an automotive aftermarket company

Abstract

[EN] The need to group customer portfolios becomes evident when seeking growth and taking advantage of the market's potential. These groups or segments must also have clear conditions of action for companies to build their strategies and define their channels; to this end, evaluation criteria for each segment and customer are necessary. However, for global companies, segmentation can be a challenge when it comes to standardizing or understanding the same concept of customer type, since market evaluation will depend on its diversity, as well as on internal teams and the way they interpret its relevance and priority. This thesis aims to determine the criteria to evaluate the customer segmentation of an automotive aftermarket company through the Delphi method of expert selection within The Company. Criteria that pursue or give way to the efficiency and growth of The Company, specifically for its European and American regions. For this, a literature and previous studies review were conducted to list which criteria are used in the industry or in similar business models in order to broaden the spectrum and/or include other indicators to the current evaluation of The Company. Following the external review, internal evaluation is necessary to determine their affinity and feasibility within The Company. Eight different expert rankings were used to prioritize the chosen criteria. With this determination of criteria, the aim is to visualize the potential of the customer portfolio and to understand the best alternatives and strategies to optimally manage or approach them. In other words, to know whether the resources and efforts are adequate for specific groups and what factors should be taken into account for this purpose. Finally, more than 20 criteria are defined and articulated in a ranking model to measure them according to the needs of each target. Europe and America were chosen as the regions for benchmarking due to their potential in The Company, as they cover around 90% of The Company's revenue. Differences between the regions have been found and detailed to be considered for application.

[ES] El objetivo de este proyecto es proporcionar una base para evaluar y adaptar un modelo de segmentación de clientes en las principales regiones comerciales de una compañía. El análisis y la recopilación de datos para la tesis se realizarán dentro de una empresa que se encuentra en Alemania. La tesis busca determinar qué criterios se deben considerar para una segmentación efectiva y si todos deben tener el mismo valor o importancia cuando se aplican en un mercado. Esto incluirá, entre otros, determinar cuál es la estructura de segmentación de clientes actual en la compañía y qué criterios se consideran, qué otros criterios podrían agregarse y son posibles de medir, cuáles son relevantes para cada región o qué funciones dentro de la compañía. se ven afectados por tal segmentación con el fin de maximizar el efecto.