Study Of Customer Loyalty Based On Customer Asset Management

With the new economy era's coming, The competition became more fierce than ever and the customers are endowed with powerful strength which they never had before. Customer relationship management are walking into a new stage: CEM stage. A trend is rising which emphasize upgrading CEM performance by the way of distinguishing high profitable customer, improving customer's loyalty and carrying on different management mode to different customers. The ability of CEM will become the important means of enterprises gaining competitive advantage.Since customer resource has three characteristics of the equity, which makes customer equity must be managed according to equity's trait. First of all, measurable evaluation is the premise of customer equity's operation. Secondly, in order to allot enterprise's resource, we should classify customer equity and make clear what is the high quality equity, what are the inferior equity. Lastly, in order to maximize customer equity, we must engage in CEM to realize it's preserving and increment.This dissertation 's train of thought is based on the customer equity's characteristics, which can be concluded as follows: firstly, CEM's starting point is maintaining, preserving and accumulating more loyal customers, which is based on customer satisfaction. Secondly, The premise of CEM is identifying the customer's value and building customer equity's evaluation system. Thirdly, The core of CEM is implementing different management strategy to different customers. Fourthly, The goal of CEM is carrying on customer equity management to realize it's preserving and increment. Therefore, this dissertation is organized centered on the followed four questions: (1) How to manage customer equity through using customer loyalty as a point cut? (2) How to evaluate or measure customer equity ? (3) How and using which standard to distinguish customer equity? (4) How to keep and upgrades to the high quality equity? How to strip inferior equity? How to obtain new customer equity? And how to prevent customer equity from being washed away. Only these problems is solved can customer equity be maximized.