The Research Of Customer Value And Customer Portfolio In Customer Relationship Management

It is no doubt that the customer is the foundation that the enterprise survives and develops. But it is excessively emphasized that how the enterprise offers value to customer in existing research about customer relationship management. In fact, not all customer is valuable for the enterprise, choosing the valuable customer and structuring suitable customer combination, on the basis of which the enterprise manages its customer relation is in the existence way.Firstly, this paper discusses that the relationship between the enterprise and its customers should be a kind of two sides admitted and mutual communication relationship, then analyses briefly the factors of influencing customer relationship and gives some suggestions about how to create long-term relationship. Secondly, it creates the indexes system of evaluating customer value on the basis of analyzing the existing evaluating content and methods and in consultation with marketing management and selling personnel of the enterprise and relevant experts, and uses FAHP to evaluate weight of the indexes. Thirdly, it discusses the method of customer portfolio, namely, it classifies the customers according to the current value and potential value, and offers the strategy of the customer classification management. And that customer learning conduct and the upgrading process from potential customer to loyal customer is discussed in this paper. Finally, the customers of the pharmacy enterprise is evaluated and analyzed by the indexes system of evaluation and method of customer portfolio, which offers the enterprise a guide method.