顾客资产价值综合评价

本文主要从客户资产价值出发,指出了传统的客户关系管理(CRM)中的一些误区;认为将客户作为企业的资产,其价值大小有异,并进一步提出了评价顾客资产价值的指标体系。在此基础上,本着简单实用的原则,利用秩和比法来比较不同客户的客户资产价值的大小。

Synthetic Assessment of Value of Customers as Assets

Starting from the perspective of value of customers as assets,the paper po ints out some errors in traditional CRM and assumes that the values of customers as assets varies from each other.The index system for assessing the assets of c ustomers as assets is consquently put forward in the paper.On the grounds of sim ple and practicable principle,the method"Rank Sum Ratio"is adopted to compare th e difference in the values of assets of different customers as assets.