base type
Customer information is mainly divided into three types: descriptive information, behavioral information and related information. Here is a brief introduction to the characteristics of these three basic types of customer information.
Descriptive category information
Customer description information is mainly used to understand the basic attributes of customers, such as contact information of individual customers, geographic information and demographic information, and socio-economic statistical information of enterprise customers. This kind of information mainly comes from customer registration information. And the basic customer information collected through the enterprise operation management system.
The content of this kind of information is mostly static data describing the basic attributes of customers, and its advantage is that most of the information content is relatively easy to collect. However, some basic customer description information sometimes lacks differences, and some often involve customer privacy, such as customer's address, contact information, income and other information.
The most important evaluation factor of customer description information is the accuracy of data collection.
In fact, there are often some enterprises that know how many customers they have served and what customers have bought. However, when it is necessary to actively contact customers, it is often found that information that can describe the characteristics of customers and ways to establish contact with customers are often lacking, or these contact methods have become invalid. This is because the enterprise has not made a good plan and has not consciously collected and maintained these customer description information.
Behavioral information
Customer behavior information generally includes: customer's purchase records of services or products, customer's consumption records of services or products, customer's contact records with enterprises, customer's consumption behavior, customer's preferences and lifestyle and other related information.
The main purpose of customer behavior information is to help the marketing staff and customer service staff of enterprises master and understand customer behavior in customer analysis. Customer behavior information reflects customers' consumption choice or decision-making process.
Behavior data generally comes from the transaction records of the internal trading system of the enterprise, the customer service and customer contact records of the call center of the enterprise, the customer response data collected in the marketing activities, and the data information collected by other salespeople and service personnel who are in contact with customers. Sometimes the customer data collected or purchased by enterprises from outside will also contain a lot of customer behavior data.
Customer preference information mainly describes customers' interests and hobbies. For example, some customers like outdoor sports, some customers like traveling, some customers like playing tennis, and some like reading books.