Gap Analysis
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The Power-Gx gap analysis program allows you to identify customers who are buying and those who are not buying certain product groups and subgroups. It includes facilities to help you instigate marketing initiatives such as ring lists and mailshots to target these customers and encourage them to buy additional products from you.    

There are three ways of selecting customers.  Firstly, you can simply produce a list of customers that DO NOT buy certain product groups.  For example, if you consider paper, or specifically A4 copier paper to be an item that every customer may potentially use, you can extract your customers who are not buying this product group or specific subgroup.  Secondly, you can use gap analysis to identify opportunities for upselling, selecting customers that DO buy certain product groups BUT NOT others that you would expect them to. For example customers who have bought filing cabinets from you but not suspension files.  (Note: Power-Gx has the facility for encouraging upselling at the point of order entry.  See Product Details.)  Thirdly, you can use gap analysis to identify customers that DO buy certain product groups and target them with promotions that you think they will be interested in.  For example customers who have bought overhead projectors or OHP film previously may be interested in buying OHP pens.  It would be less productive targeting customers who have not bought the related products as they are less likely to have use for the OHP pens.    

Customers That DO NOT Buy Certain Product Groups
1.      Select Gx SOP from the toolbar.
2.      Select Gap Analysis from the menu.  Click here to view the Gap Analysis screen.
3.      Choose the Start Date and End Date to include. 
4.      From the drop-down menu select the Letter To Send should you want to mail the customers selected.  See instructions on preparing letters to send to customers selected in Gap Analysis. 
5.      Select Your Position from the drop-down menu.  This is inserted into letter you create.
6.      Type your name in the Letter Signatory field if this is to be merged into letters.
7.      Click the Select button to load the product group details.
8.      Double-click the Product Group from the menu.  This displays the subgroups associated with the group.
9.      Either click the Product Group or one of the Product Sub Groups from the menus.
10.   Click the Dont Buy button to add this group or subgroup to the gap analysis criteria.
11.   Repeat this to add other groups or subgroups that customers have not bought. 
12.   To remove a group or subgroup from the Dont Buy list, double-click it and confirm you wish to removed it from the selection criteria.
13.   When you have the list of groups or subgroups that you require displayed in the Don't Buy list on the bottom left of the screen, click the Find Customers button.  This will compile a list of accounts that have not bought the product groups or subgroups in the Don't Buy list, in the given date range. 
14.   You can print this customer list, create a ring list of these customers, send a letter to these customers or email these customers. 

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Customers That DO Buy Certain Product Groups BUT NOT Others
1.      Select Gx SOP from the toolbar.
2.      Select Gap Analysis from the menu.  Click here to view the Gap Analysis screen.
3.      Choose the Start Date and End Date to include. 
4.      From the drop-down menu select the Letter To Send should you want to mail the customers selected.  See instructions on preparing letters to send to customers selected in Gap Analysis. 
5.      Select Your Position from the drop-down menu.  This is inserted into letter you create.
6.      Type your name in the Letter Signatory field if this is to be merged into letters.
7.      Click the Select button to load the product group details.
8.      Double-click the Product Group from the menu.  This displays the subgroups associated with the group.
9.      Either click the Product Group or one of the Product Sub Groups from the menus.
10.   Click the Buy button to add this group or subgroup to the gap analysis criteria.
11.   Repeat this to add other groups or subgroups that customers have bought.
12.   Now add the groups they have not bought.  Double-click the Product Group from the menu. 
13.   Click one of the Product Groups or Product Sub Groups from the menu.
14.   Click the Dont Buy button to add this group or a subgroup to the gap analysis criteria.
15.   Repeat this to add other groups or subgroups that customers have not bought.
16.    When you have the lists of subgroups that you require displayed in the Buy and Don't Buy boxes on the bottom left of the screen, click the Find Customers button.  This will compile a list of accounts that have bought the product groups and subgroups in the Buy list but not those in the Don't Buy list, within the given date range. 
17.   You can print this customer list, create a ring list of these customers, send a letter to these customers or email these customers. 

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Customers That DO Buy Certain Product Groups
1.      Select Gx SOP from the toolbar.
2.      Select Gap Analysis from the menu.  Click here to view the Gap Analysis screen.
3.      Choose the Start Date and End Date to include. 
4.      From the drop-down menu select the Letter To Send should you want to mail the customers selected.  See instructions on preparing letters to send to customers selected in Gap Analysis. 
5.      Select Your Position from the drop-down menu.  This is inserted into letter you create.
6.      Type your name in the Letter Signatory field if this is to be merged into letters.
7.      Click the Select button to load the product group details.
8.      Double-click the Product Group from the menu.  This displays the subgroups associated with the group.
9.      Either click the Product Group or one of the Product Sub Groups from the menus.
10.   Click the Buy button to add this group or subgroup to the gap analysis criteria.
11.   Repeat this to add other groups or subgroups that customers have bought.
12.   When you have the list of groups or subgroups that you require displayed in the Buy list on the bottom left of the screen, click the Find Customers button.  This will compile a list of accounts that have bought the product groups and subgroups in the Buy list, in the given date range. 
13.   You can print this customer list, create a ring list of these customers, send a letter to these customers or email these customers. 

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Print the List of Selected Customers
1.      Having produced the list of customers, click the Print List button.
2.      Choose where you want to Send Report To.  (more info)
Click here to view an example of the Gap Analysis customer list. 

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Create a Ring List of the Selected Customers
1.      Having produced the list of customers, click the Create Ringlist button.
2.      In the popup window give the list a Ringlist Name and Ringlist Description i.e. an explanation of why these customers are on this list.
3.      Click the Create button.
4.      The Gx SOP\Gap Analysis screen will automatically close.  You can open Gx CRM\Contact Details to work through the ringlist.

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Send a Letter to the Selected Customers
1.      Having produced the list of customers, click the Print Letters button.
2.      Word will open automatically displaying your template letter with the names and addresses of the selected customers merged into the appropriate places. 
3.      Print this letter from Word.

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Email the Selected Customers
1.      Having produced the list of customers, click the Email button.
2.      Enter the email subject line then click Ok.
3.      Your email client will generate emails for each of the customer selected.

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