Customer Asset Management the integration of the front-line activities in a supply chain sales, market intelligence gathering, and customer service to act in a coordinated manner rather than pulling in different directions. CAM view each interaction with customers as valuable, critical. Enables use of technology for the active management of a firm s current customer base as a strategic asset.
Current customers are a predictable source of future sales.
Customers can be segmented in terms of future sales potential based on their history to date. Customers are subject to depreciation. Customers can be bought and sold in mergers, etc. 1. info needed to describe, track and capture customer as part of an asset base can be difficult or expensive to gather. Active management of customer assets typically requires an unprecedented degree of coordination across various customer-facing functions.