基于RFM模型的个人客户忠诚度研究

本文在总结个人客户忠诚研究理论的基础上,提出了基于RFM模型的多层级个人客户忠诚度衡量指标及评估模型。作者利用商业银行数据仓库积累的数据,对个人客户忠诚度进行了实证研究,分析和评价了个人客户的总体忠诚度,以及活期存款、信用卡、定期存款、理财类和贷款的分产品忠诚度;结合客户的收入贡献,将个人客户划分为"挚友、藤壶、蝴蝶、陌生人"四类客户群体,并建议在实际业务应用中,对"挚友"客户重点维系;对"藤壶"客户重点营销,提升其价值;对"蝴蝶"客户进行维护时侧重挽留;而对"陌生人"客户要及时辨识,努力唤醒,降低维系成本。

A Study of Personal Customer Loyalty Based on RFM Model

Based on the summary of personal loyalty theory,this paper proposes indicators to measure personal customer loyalty and an evaluation model.With the huge amounts of data accumulated by the commercial bank’s data base,the author empirically researches the personal customer loyalty,analyses and evaluates the overall personal customer loyalty and the loyalty towards different products,such as current deposit,credit card,term deposit,wealth management products and loans.According to the revenue contribution of customers,the author divides the personal customers into four groups(friend,barnacle,butterfly,and stranger),and suggests that,in the actual business,it should be the key to maintain the customer "friend",market the customer "barnacle"and increase its value,retain the customer"butterfly"when it is served,and timely identify and waken the customer "stranger"so as to reduce maintenance cost.