Custo de aquisição por cliente

Summary

Cláudio Classic, the director of Factory Software, discusses the crucial business metric of Customer Acquisition Cost (CAC) in this video. He explains the importance of understanding the cost involved in converting potential customers into actual clients. The video outlines steps to calculate CAC by identifying departments directly involved in customer acquisition, tallying investments in these departments, and dividing the total by the number of new customers acquired. Using a hypothetical example from the scaffolding industry, the video illustrates how to apply the formula and emphasizes the need for careful period selection to avoid skewed results. Classic advises that while there's no ideal CAC, it's essential for evaluating the commercial department's performance alongside other indicators.

Takeaways

• 📈 The video focuses on an important commercial department indicator: customer acquisition cost (CAC).
• 🔄 The sales funnel stages are crucial, highlighting the steps a potential customer goes through to become an actual customer.
• 💸 Efforts to convert each stage of the sales funnel have associated costs.
• ❓ The video aims to determine the cost of acquiring each new customer.
• 🏢 Identifying the departments involved in customer acquisition is the first step; investments in production, projects, and finance should not be considered.
• 🏭 The example industry used is a window and door manufacturing company with sales and marketing departments directly involved in customer acquisition.
• 📊 The second step is to gather the investments made in these departments over a period, including salaries, advertisements, events, travel, commissions, telecommunications, and infrastructure.
• 🧮 Finally, calculate the number of new customers acquired during this period and apply the formula: CAC = Total Investment / Number of New Customers.
• 📉 An example calculation shows that with a total investment of 195,000 BRL and 60 new customers, the CAC is 3,250 BRL.
• ⚠️ It's important to consider the period for calculation, as one-time investments can skew the results, and new hires take time to start converting customers.
• 📊 The ideal CAC can vary widely based on customer profile, commercial department efficiency, and brand value perception.
• 🔍 Combined with other indicators, the CAC provides essential information for evaluating the commercial department's performance.
• 👍 Viewers are encouraged to subscribe for notifications of future videos and to leave comments for any questions.

Q & A

What is the main topic discussed in the video script?

The main topic discussed in the video script is the 'Customer Acquisition Cost' (CAC), an important indicator in the commercial department of a company.

What is the sales funnel mentioned in the script?

The sales funnel refers to the stages that a potential customer goes through until they become a client.

Why is it important to calculate the Customer Acquisition Cost?

Calculating the Customer Acquisition Cost is important to understand the cost associated with bringing each potential customer to become a paying client.

Which departments should be considered when calculating the Customer Acquisition Cost?

Only the departments that work directly on customer acquisition, such as sales and marketing, should be considered when calculating the Customer Acquisition Cost.

What are some examples of investments that should be included in the calculation of Customer Acquisition Cost?

Investments in departments like salaries, advertisements, events, travels, commissions, and infrastructure used for converting new clients should be included in the calculation.

How is the Customer Acquisition Cost formula applied?

The Customer Acquisition Cost is calculated by dividing the total investment in sales and marketing by the number of new clients acquired during the period.

What is an example of the investment values given in the script for a hypothetical year?

In the hypothetical example, the total investment in sales and marketing departments that work directly on converting clients is 195,000 reais.

How many new clients were acquired in the example provided in the script?

In the example, 60 new clients were acquired during the same period of one year.

What is the calculated Customer Acquisition Cost in the provided example?

In the example, the calculated Customer Acquisition Cost is 3,250 reais per new client.

Why is it important to be careful with the period considered for the calculation?

It is important to be careful with the period considered for the calculation because one-time investments can distort the result and make the analysis difficult, such as when a high value is invested in an event or when new salespeople are hired.

What is the significance of the Customer Acquisition Cost in evaluating the commercial department?

The Customer Acquisition Cost, when combined with other indicators, can provide essential information for evaluating the efficiency and performance of the commercial department.