Blog · Wallet share and penetration · Industrial manufacturers
How an industrial manufacturer measures aftermarket capture per customer from the installed base register and the parts and service ledger: expected annual aftermarket per unit from the customers who buy it all from the OEM, actual per customer, the attach rate, and the list of customers running the OEM's equipment on someone else's parts, ranked by the revenue at norm.
An industrial manufacturer knows its installed base, roughly, and its aftermarket revenue, exactly. The two are rarely joined per customer, and so the customer with two hundred of the OEM's machines and a parts bill that suggests forty is not on anybody's list. This guide sets out the aftermarket attach measure, the norm from the OEM's own fully-captured customers, and the list.
Per customer, per year:
Expected aftermarket = Σ installed units × norm per unit for the model and age band Actual aftermarket = parts revenue + service revenue from the ledger Attach = actual ÷ expected Gap = expected − actual
Customer identifiers only.
Among customers with every unit under a service contract: annual parts and service revenue per unit, by model and age band. From the OEM's own ledger. A model in years three to eight might generate $9,000 a unit a year with the OEM capturing everything; that is the norm for that model and band.
Σ customers' actual aftermarket = ledger aftermarket revenue units in the register per model and year ≤ units shipped per model and year
The second is the register check. Where the register has fewer units than were shipped, the expected figure is understated and the report says by how much.
| Customer | Units | Fleet age mix | Expected | Actual | Attach | Gap |
|---|---|---|---|---|---|---|
| 2207 | 212 | mostly 3 to 8 yrs | $1.9m | $0.4m | 21% | $1.5m |
| 4471 | 88 | mostly 3 to 8 yrs | $790,000 | $720,000 | 91% | $70,000 |
| 9034 | 140 | mostly 1 to 2 yrs | $280,000 | $260,000 | 93% | $20,000 |
| 1187 | 61 | mostly 9+ yrs | $180,000 | $30,000 | 17% | $150,000 |
Customer 2207 runs two hundred and twelve of the OEM's machines in their prime years and buys a fifth of the parts and service they should generate. Somebody else is supplying it. Customer 9034 has a young fleet and a low expected figure, and is fine; the age band kept it off the list.
Register incomplete and unchecked. Expected is understated and attach looks fine. Run the register check.
One norm for all ages. New fleets look under-captured and old fleets look fine. Norm by age band.
Norm from a benchmark. Somebody else's parts intensity. Use the OEM's own contracted customers.
Service and parts mixed with equipment revenue. The ledger split by type is the fix.
Mapped once, the register, the aftermarket ledger and the sales ledger produce the norms, the expected and actual figures, attach and the gap list every quarter, with the register check beside them. Covirage builds this from the exports as they are. The industrial manufacturers page describes the setup, and the catalogue fit guide covers the equipment-side measure this sits beside.
From the OEM's own customers where every installed unit is under a service contract: their annual parts and service revenue per unit, by model and age band. That is what a unit generates when the OEM has all of it, and it comes from the OEM's own ledger.
It usually is. Units sold through distributors and units older than the register may be missing. The report shows units in the register against units shipped by model and year from the sales ledger, and the difference is a register gap to close, separate from the attach gap.
A great deal. A unit in year one is under warranty and generates little; in years three to eight it generates the most; after that it may be retired. The norm is by age band, and a customer's expected aftermarket reflects the age of its fleet.