Customer Potential Analysis 
Customer Potential Analysis
Definition
Evaluation of the values and quantities that a customer is capable of achieving with a particular product hierarchy or product over a fiscal year.
Use
Customer potential analysis enables you to record and evaluate data on the potential of a customer in a particular market. You can define the potential that a customer has with each of the suppliers from whom he purchases a particular product. You record the potential data as planning data in a planning hierarchy. On the basis of the potential planning data, you can perform the following evaluations:
You can subsequently compare the potential data with data on the actual performance of the customer and evaluate the extent to which the customer potential has already been exhausted.
Customer potential analysis can be performed:
This enables you to link the planned figures to a particular marketing activity.
For example, you can evaluate your own performance with a customer by comparing the actual sales volume with the potential figures. You can also perform the same analysis for your competitors and compare your performance with that of your competitors.