Customer Value Management And Its Implementation In Enterprises

Nowadays, with the world economy going to unification, the business circumstances of enterprises have experienced severe changes. Customers are no longer inactively acceptors, their situations in trade have changed thoroughly. The era of customers yielding to products has gone. Enterprises have to rebuild a series of circles, such as producing, marketing and service providing, to put customers' demands on a core place. In order to provide individual services to customers, Enterprises also realize the significances of tracking the interest changes. One of the important methods to achieve this goal is Customer Relationship Management, or CRM. However, enterprises often fail to use this method because the practicable key control circles of CRM have not been rightly realized. Enterprises need to implement structural reforms to create a sound circumstance for the application of CRM. Such reforms should be carried out principally around those key control circles.In the author's opinions, Customer Value Management (CVM) is one of the key control circle of CRM. The ultimate purpose of CVM is to create more Customer Deliver Value. It is indispensable and essential of such creation for the successful application of CRM. CDV clearly delivers a message that If a customer gets more perceived benefits and less perceived costs of a product or service, he will be glad to buy it. Thereby, if a supplier can create more Customer Deliver Value than his competitors, he will take advantages in competition.It is the first step to correctly understand the concept of Customer Value before we go further. There are two polarized opinions in academic community about the functions of Customer Value . So it can't be learned and understood easily and often be confused and misunderstood. The present methods can not give proper solution to this problem. This thesis tries to build a new theory framework, which define two important concepts-Customer Direct Value and Customer Adverse Value, the former is to create values and deliver to customers, the latter is the values rewarded to enterprises by customers. The research abject of CVM is the management of Customer Direct Value, the core of CVM is to create Customer Deliver Value.Customer Deliver Value is the direct ratio of customer perceived benefits andperceived costs. So the creation of customer deliver value should focuses on how to increase perceived benefits and decrease perceived costs. This essay makes three remarks. Firstly, enough customer information must be gained and combined to enterprise knowledge in order to realize information sharing in every parts of the value chain and influence the decision making process. Secondly, customer value should be analyzed and evaluated to make contrast between the enterprise and its competitors. By then enterprises can know their situation in competition of creation customer deliver value. Finally, Customer value should be created and delivered through the value creating system by building competition capacity, balancing priorities and earning customer loyalty.This thesis makes a thorough case study of NUCf ECH COMPANY LIMITED, addressing a number of basic thoughts of CVM application in enterprises. This case study includes a lot of first hand information, and analyzes the situation and problems of CVM application in NUCTECH COMPANY LIMITED. A KPI system according to customer value is built for this company. The author hopes this thesis would be useful to readers who have interest in CVM.