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Measuring and Managing Customer Profitability

4.5 (134)

Gary Cokins, CMA, MBA

Analytics-Based Performance Management LLC

Wednesday, March 04, 2020 | 12:00 PM EDT

  • CPA Canada
  • CMA
  • CPA
  • CGMA

1.5 Credits


Subject Area


Upcoming Webinars

Course Description

Customers increasingly view suppliers’ products and standard service lines as commodities. This means that suppliers must shift their actions toward differentiating their services, offers, discounts, and deals to different types of existing customers to retain and grow them. As a result of this shift from being product-centric to customer centric, suppliers need an increased emphasis on measuring current and future potential profitability of products, standard service-lines, channels, and customers. Activity-based costing (ABC) provides the information lacking in traditional costing practices to address both issues – measuring customer and channel profitability including the costs of products and standard service lines.

Learning Objectives

  • Why customers are the source of shareholder wealth creation.
  • How to shift the mindset from growing sales to growing profitable sales & to view customers as investments like in a stock portfolio to seek higher ROIs – return on customers (ROC)
  • Why the marketing and sales functions need accounting data to better formulate customer account strategies including compensation incentives.
  • How to measure and manage product, channel, and customer profitability
  • How measuring forward-looking customer lifetime value (CLV) differs from calculating historical customer / consumer profitability for B2C industries.

Who Should Attend?

  • Accountant
  • Accounting Firm
  • Bookkeeper
  • CPA - Small Firm
  • Entrepreneurial CPA
  • Finance Pros
  • QB Pro Advisor
  • Xero Advisor
  • Young CPA


    [no_of_record] => 134
    [average] => 4.5448




Garry's expertise in corporate performance management concepts is unparallel. With certain simple tricks he helped me solve some of the things I was facing difficulty with. Turns out to be a technical understanding difference. Thank you Garry for your inputs.


Thank you for the presentation. It was really worth the time. I enjoyed learning about customer profitability. It was really an impressive webinar


The presenter was very knowledgeable and answered many of my questions with just the material presented. I would recommend that anyone interested in this subject refer to this webinar and presenter. Also, the moderator of myCPE is awesome. Before starting the webinar they have explained the necessary requirements which ultimately helped during the webinar.