1. Customer information management system
Scientific customer information management is an important guarantee to promote the business development of enterprises. Through the scientific management of customer information. The maximization and optimization of customer information utilization can be realized.
1) General steps for establishing customer information files
The steps to create a customer information file are shown in figure 1 (not shown).
2) Customer information management measures
Scientific customer information management is the guarantee of information processing, mining, extraction and reuse. The measures to implement customer information management are the whole process of collecting, extracting, migrating, storing, integrating and analyzing customer information.
(1) Collect customer information. Collecting customer information needs to make full use of various channels and means, including traditional ways (such as telephone consultation and face-to-face conversation) and modern ways (such as network).
(2) Extracting and migrating customer information. Extracting and migrating customer information is also collecting customer information, but it is not directly facing customers, but using existing information for certain processing. There are two points to note in this process.
① Information extraction. Using information filtering and information fuzzy retrieval technology, we can obtain the required customer information from the customer information base of other enterprises.
② Information migration. Ignore subtle differences, pay attention to overall consistency, and spend less energy to achieve greater results.
(3) Store and integrate customer information. Redundancy should be considered when storing customer information. Avoid wasting a lot of effective space. Comprehensive customer information needs to be kept in time or spatial order, and divided into certain levels.
(4) Design the customer information database. Customer information database is a computer information processing database based on organizations or individuals. Designing a database requires the use of indexes. Maintain the consistency and integrity of data and choose a reasonable data type.
(5) Analyze customer information. Customer information analysis refers to extracting useful information from a large number of data, and the analysis process mainly includes basic information analysis, statistical analysis, trend analysis and correlation analysis.
① Basic information analysis. Using the basic information of customers, analyze the characteristics of the main customers of this enterprise or product, including age, gender, occupation, income level, education, etc.
② Statistical analysis. Make use of all information to make statistics, analyze economic indicators such as cost, sales and profit of enterprises or products, and analyze major customers and business flows.
③ Trend analysis. Use the information of this enterprise and other enterprises in the same industry. Combined with the overall operation of the national economy. Forecast long-term and short-term business conditions.
④ Correlation analysis. Use customer information to analyze market information, product information and enterprise information, and comprehensively evaluate the operating conditions of enterprises and the proportion of supply and demand of products.
2. Customer credit management
Marketing executives should master the process of credit management, effectively carry out credit rating and correctly use credit management tools.
1) credit management process
The process of customer credit management is divided into two important links: formulating credit policies and approving the credit of personal transactions, as shown in Figure 2. Customer credit management refers to the process of collecting customer information and effectively analyzing, evaluating and auditing it. The key of customer credit management process is to grade customer credit, determine credit limit, and review credit risk level and upper limit of credit limit.
2) the method of customer credit rating
There are two methods for customer credit rating, namely, 5C evaluation method and feature analysis method. According to different situations, different rating methods should be adopted.
(1)5C evaluation method. The 5C evaluation method mainly evaluates five indicators to determine the credit rating of customers, as shown in Table 2.
The five indicators in Table 25C indicate the general financial situation of capital customers, such as actual capital, debt ratio and current assets ratio. Customer's payment ability and solvency, the influence of the overall economic development trend or special policies in some areas on the solvency of enterprises, the possibility that customers are willing to fulfill their payment commitments, and the assets that customers provide guarantees for enterprises in order to obtain commercial credit (2) Characteristic analysis. Characteristic analysis refers to the method of giving certain weight to customer characteristics and rating customer credit. Using this method, a feature analysis model is established, and then the customer credit characteristics are divided into three groups of indicators by using this model. As shown in Table 3.
Table 3 Three groups of indicators of feature analysis explain the feature indicators. The characteristics of customers themselves reflect the objective phenomenon of customers' superficiality, such as products and markets, superficial impressions, operating conditions, organization and management, market competitiveness and development prospects. Customer priority features are the factors that enterprises need to give priority to when selecting customers, such as transaction profit rate, guarantee conditions, substitutability, requirements for products, influence on market attractiveness and influence on market competition. Credit and financial characteristics can directly reflect the credit and financial status of customers, such as payment records, profitability, total capital, bank credit, balance sheet evaluation and solvency. In addition, the implementation of feature analysis needs to go through the following three steps.
(1) Give each indicator a weight, from 1 to 10 according to the actual situation of customers.
② The customer's score can be obtained by multiplying the weight by the specified score, and the highest score can be obtained by multiplying the weight by 10.
③ The percentage obtained by dividing the customer's score by the highest score is the customer's comprehensive credit level.
3. Customer behavior management
Customer behavior management is to understand the customer's service needs through the analysis of customer behavior, so as to formulate corresponding service measures. Analysis of customer behavior can start from the following five aspects.
(1) Promotion Activities
Check the effects of various promotion methods in order to pay more attention to future promotion activities. This analysis should include the analysis of large customers who respond positively. Classification analysis of major customers with negative response, effect analysis of promotional activities, and cost/benefit analysis of promotional activities.
(2) Customer classification
Classify customer groups through quantifiable indicators, and infer the customer groups that are most likely to buy existing products and services, and the customer groups that are most valuable to the company. This kind of analysis mainly includes basic product performance analysis, basic behavior characteristics analysis, basic customer group classification analysis and customer group value and classification analysis.
(3) Sales
Provide methods to understand sales performance, including total sales, combined sales, new product sales, sales to old customers, etc. This kind of analysis mainly includes sales/customer analysis, sales summary analysis, sales/customer satisfaction analysis, customer loyalty analysis and customer response delay analysis.
(4) Customer feedback
Analyze customer feedback information, such as complaints, investigation information, negligence complaints and suggestions, so as to help customers solve their concerns. This kind of analysis mainly includes customer survey analysis, customer satisfaction analysis, customer complaint analysis, customer fault complaint analysis and customer suggestion analysis.
(5) Loyalty
Finding the characteristics of loyal customers will help enterprises to take some measures to retain customers.