客户资源价值评价体系设计

对客户资源价值进行评价,以识别高价值客户是企业价值最大化的要求。目前企业在这方面的工作有很大的不足,而且现有的客户生命周期价值评价体系虽然在理论上可以实现对客户资源价值的评价,但实际操作困难。针对这种情况,在深入分析客户资源价值内涵的基础上设计一个新的评价体系,从客户当前价值、未来价值、非货币价值、潜在价值和保持价值五个方面进行指标设计,将对客户生命周期价值的计算转化为对一系列指标的打分,解决了客户资源价值评价的可操作性问题,将有助于企业正确开展客户关系活动。

The Designing of Assessing System on Customer Resource Value

It is necessary for enterprise to assess the customer resource value and find the high-value customer for profit purpose.However,many enterprises currently neglect this work and customer life cycle value assessing model is difficult to be used in practice,though perfect in theory.To solve these problems,the paper develops a new assessing system and designs the indexes covering customer currently value,future value,non-monetary value,potential value and retentive value.It puts calculation of customer life cycle value into grading these indexes.