1. AJ Financial (AJF) Group is reviewing its past performance and formulating its strategy for the future. The company sells financial products (life insurance, mutual funds, and certificates) as well as financial plans and advice to its customers. Last year, AJF had total revenue of $3.2 billion and variable cost of $2.5 billion. It had a customer base of 1.46 million. AJF also offers customized financial plans for its customers based on each customer’s demographics and lifestyle. Currently, 14% of its customers have customized financial plans, while 25% of new customers typically sign up for financial plans. Customers with plans buy 4.2 products; customers without financial plans purchase 1.9 products.

AJF was quite happy with its current customer retention rate of 91%. However, management is concerned that it had only 10% of its customers’ share of wallet (i.e., of the total money customers spent on financial services and products, they spent only 10% with AJF). Management is considering the following three options:

1. Increase the customer retention rate from 91% to 93%.
2. Increase the customers’ share of wallet from 10% to 12%.
3. Change the customer mix of plan and non-plan customers from its current 14%/86% to 25%/75%.

To make these decisions, however, management wants your help to determine the maximum amount of money it should spend on each of these three options. Assume every product provides the same profit and assume a discount rate of 10%.

Answer rating: 100% (QA)

Maximum Investment Analysis for AJF Group Options Option 1 Increase Customer Retention Rate 91 to 93 ... View the full answer