Assessment model for the portfolio of clients and loyalty methodology (CUSTOMERING)

Summary of the technology

New forms of segmentation of clients data bases that allow to optimize the commercial activities, equipping them with a balance between the short term (profitability) and the long term (value)

We can highlight as advantages all those derived from:- Quantitative and qualitative identification of the value inducers of the clients’ portfolio.- Establishment of benchmarking possibilities among companies of a same sector- Improving of the results of the company, increasing sales and profits.

Universidad de Alcalá-OTRI
Universidad de Alcalá-OTRI

Description of the technology

A Spanish researcher from the Business Department of Alcalá University has developed a fundamental econometric model of assessment of client’s portfolio. The model allows to know the authentic value of clients’ data base, as well as their inducers, of such form that suitable actions to obtain the maximum yield of the clients portfolio from new models of segmentation, can be prioritized. Companies interested in customer loyalty are sought for commercial agreements with technical assistance or license agreements.


Model of assessment and loyalty methodology of client’s portfolio Clients represent the most important assets of the company of century XXI and for that reason all the companies focuses on announcing their strategy of orientation to the client, but very few are coherent with the messages that are sent to the market. Loyalty must be a constant process whose foundation is the client, whose valuation must be perfectly known by all the organization so that all must be conscious of the importance of obtaining its satisfaction as an objective and getting beyond retention, also its prescription, along its active lifetime. But all marketing processes must count on the enterprise dimension that gives them coherence and support, being originated by an strategic exposition and supported by an organization coherent with this exposition, with the suitable culture oriented to the total satisfaction of the client and facilitated by the information technologies to obtain the maximum effectiveness and yield.

Main advantages of its use

  • Establishment of benchmarking possibilities among companies of a same sector.
  • Improving of the results of the company, increasing sales and profits.
  • Quantitative and qualitative identification of the value inducers of the clients’ portfolio.


  • Agrofood companies
  • Automotive Business
  • Banking and insurance
  • Logistics
  • Travel agencies
  • Utilities

Additional information (attached documents)

Attached documents

Related Keywords

  • Computer Software Technology
  • Banks/financial institutions
  • Insurance related
  • Utilities and Related Firms
  • Travel agencies and services
  • Advertising and public relations
  • Business and office
  • marketing
  • sales
  • customering
  • client’s portfolio
  • clients’ data base
  • customer loyalty
  • banking
  • insurance

About Universidad de Alcalá-OTRI

The Technology Transfer Office at Alcalá University serves as a liaison between the University and its socioeconomic environment in terms of research and innovation. It encorages collaboration between research groups from universities and companies/institutions, with the objective to promote and commercialize research results and scientific capabilities.

Some of the services offered by this office are specified in the following list:

- Promotion of R & D and improvement of the relationships with companies.
- Promote the participation in R & D projects applicants to public calls (regional, national and European).
- Advising, processing and monitoring of patents and other forms of industrial protection.
- Support in the negotiation of contracts and agreements for R&D&i

Universidad de Alcalá-OTRI

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