Posted by: Mark Upson
Demand Rating™ is an approach that changes everything. When you reduce demand/loyalty to a quantifiable number a world of possibilities come into play. Suddenly, demand can be understood over time, and it can be understood in comparison to other specific subscribers, to segments of subscribers and across product lines. High demand ratings are good and low ratings are bad, and the rating implicitly incorporates sales risk and opportunity into the equation. Demand Rating enables subscribers to be averaged, ranked and compared. Instead of relying upon the intuition of account managers as an indicator of subscriber loyalty, Demand Rating uses analytics.
And it’s useful across a broad set of functions in the organization. For Sales, Demand Ratings give visibility into subscribers or groups of subscribers that have revenue risk or opportunity. For Product Management, it gives insight into product strengths and weaknesses and changing subscriber attitudes and behaviors. For Client Services, it identifies areas of low usage that could be addressed with educational programs, training or licensing changes. For Marketing, it helps narrow the target for promotional programs. For Management, Demand Ratios give a single version of the truth—one real-time, comparable view of the state of the business across all departments.
It’s kind of like checking in on your stock portfolio. The winners and losers pop to the forefront clearly, enabling good clear, actionable decisions. It’s essentially a new lens into what’s really happening in the business. Over the next few weeks, on this blog, we’ll introduce you to some organizations that are quantifying the strength of their subscribers’ loyalty through the use of Demand Rating. They are definitely gaining new insights and making a difference to the bottom line. I’ll bet you’ll be surprised at what they are learning.
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