What is a Customer Rating Dashboard for a Distribution Company?

Customer rating reports are considered rare and powerful analysis tools and are used by executives and sales managers to analyze sales performance metrics. Some of the main functionality in this type of dashboard report is that it gives a unique set of customer metrics that few companies currently have. The six charts provides analysis of: 1) Top 10 customer by rating, 2) Monthly average customer purchase amount, 3) Average monthly gross margin per customer deal, 4) Bottom 10 customers by rating, 5) Monthly trend of average days outstanding, and 6) Average customer order size trend. The “rating” is based on a formula that scores each customer base don multiple criteria such as payment time, AR aging and purchase amounts. You find an example of this type of dashboard report below.

Purpose of Customer Rating Dashboards

Distribution businesses use Customer Rating Dashboards to give managers an objective view of the quality of the customer base and how this is trending. When used as part of good business practices in an sales department, a company can improve its sales, target market, accounting and product strategies, and it can reduce the chances that important policy and tactical decisions are delayed.

Customer Rating Dashboard Example

Here is an example of a Customer Rating Dashboard with trends and scoring of customers.

Example of a Customer Rating Dashboard for a Distribution Company

Example of a Customer Rating Dashboard for a Distribution Company

You can find hundreds of additional examples here

Who Uses This Type of Dashboard report?

The typical users of this type of dashboard report are: Chief Revenue Officers and sales managers.

Other Dashboard reports Often Used in Conjunction with Customer Rating Dashboards

Progressive sales departments sometimes use several different Customer Rating Dashboards, along with  customer 360 reports, AR and sales reports, sales dashboards, marketing reports and other management and control tools.

Where Does the Data for Analysis Originate From?

The Actual (historical transactions) data typically comes from management systems or enterprise resource planning (ERP) systems like: Microsoft Dynamics 365 (D365) Finance, Microsoft Dynamics 365 Business Central (D365 BC), Microsoft Dynamics AX, Microsoft Dynamics NAV, Microsoft Dynamics GP, Microsoft Dynamics SL, Sage Intacct, Sage 100, Sage 300, Sage 500, Sage X3, SAP Business One, SAP ByDesign, Acumatica, Netsuite and others.

In analyses where budgets or forecasts are used, the planning data most often originates from in-house Excel spreadsheet models or from professional corporate performance management (CPM/EPM) solutions.

What Tools are Typically used for Reporting, Planning and Dashboards?

Examples of business software used with the data and ERPs mentioned above are:

  • Native ERP report writers and query tools
  • Spreadsheets (for example Microsoft Excel)
  • Corporate Performance Management (CPM) tools (for example Solver)
  • Dashboards (for example Microsoft Power BI and Tableau)

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