Every gap on this site is measured against a norm from the company's own best customers of the same kind, and what the same kind means changes by desk: same menu type and covers, same size band and sector, same tenure band, same rig count, same property type and market. This hub gives, for twelve industries, the fields that define similar, the unit of size the norm scales by, the population the norm is drawn from, and the guide for each.
Every gap is a customer measured against a norm, and the norm is drawn from the company's own customers of the same kind. This hub gives, for twelve desks, the fields that define the same kind, the unit of size, the population, and the guide where the norm is built.
Among the company's own customers of the same kind where the company holds most of the business: the median of the measure, per unit of size
Applied to a customer of that kind with its size, it is what the customer would do if the relationship were full.
| Industry | Fields that define similar | Unit of size | Population | Guide |
|---|---|---|---|---|
| Foodservice distribution | Menu type, segment | Covers per week | Kitchens the distributor supplies nearly everything to | Menu-driven demand |
| Commercial banking | Size band, sector | Turnover band | Customers with an operating account and full relationship | Cross-sell measurement |
| Financial services | Segment, tenure band | Balances band | Customers in the band, on products used | Tenure and depth |
| Hotel groups | Property type, market tier, size | Rooms | The comparable set within the group | Segment mix per property |
| Oilfield services | Basin, service line | Active rigs | Operators the company serves fully | Activity-weighted coverage |
| Industrial manufacturing | Model, age band | Installed units | Customers with every unit under service contract | Aftermarket attach |
| Healthcare supplies | System, facility size | Beds or procedures | Sister facilities in the same system | Standardisation opportunities |
| Accounting firms | Turnover band, entity count | Filings | Clients in the band | Fee per client against the norm |
| Law firms | Sector, size band | Fees | Clients in the band, by practices used | Referral share |
| Education | Entity type, enrolment band | Enrolment | Institutions in the band | Programme fit |
| Trading desks | Client type, product | Notional inquired | Clients with a high hit ratio in the product | Client tiering by flow |
| General B2B | Size band, sector, channel | Employees or sites | Main-supplier customers in the cell | How to define the norm |
The fields and the unit of size. A hotel is compared to hotels of its type in its market; a kitchen to kitchens serving its menu at its covers. The same rule, applied to what the desk's master knows about its customers.
Behaviour in the definition. The norm becomes circular and every customer is at it.
A survey as the norm. Not defensible; not specific.
Cells too small. A norm from six customers.
Norm unstated on the gap. The gap cannot be checked.
Covirage computes the norm from the customer master and the ledger within stated cells, and shows it on every gap it produces. The norm guide covers the method in general form, and the segmentation guide covers the cells the norm is computed within.
Because an external figure describes an average company's average customer, and the gap it produces cannot be defended to a rep or a client. A norm from the company's own customers can: these customers, of this kind, buy this much from us. The argument is over.
Two or three from the customer master, never from behaviour. Enough to separate customers that genuinely differ, few enough that each cell has thirty or more members. The hub shows the fields per desk.
The thing the norm scales by: covers, sites, beds, employees, rigs, seats, units installed, assets. Spend per unit of size among full-relationship customers, times the target customer's size, is the norm for that customer.