The Research Of How To Analyse The Customer's Value

Only by acquiring profit, can then the enterprises be survival and achieve development. Seeking the maximum profit is one of the main purposes of every enterprise. The profit of an enterprise stem from its customers, but not all customer can or will provide profit for the enterprise. The enterprise must analyse its customer's value effectively and carefully and then take corresponding action respectively to different customer, only by this way can the enterprise seeks for the maximum profit with its resourses and achieve the better growth. General speaking, there are four basic ways to get or increase the customer's value: customer has reasonable value at present and will provide the same value to the enterprise over a long period of time; customer hasn't value or has low value at present, but it has remarkable potential value in the future,the value exceed the cost which the enterprise would invenst to develop or maintain the customer greatly; the customer has the reasonable value and would provide the more value by the way of up-selling and cross-selling;the possibility of creating the intangible value such as public praise effectiveness, wallet-sharing, recommend value.No matter that the way of getting or increasing the customer's value is to extend the customer's lifetime,or increase the customer's purchasing amount during the fixed period,or raise the product's category and quantity by up-selling and cross-selling,or increase the intangible value,the customer should have the ability to provide profit at present or have the potential ability to provide value or increase the value in the future.This article is about how to analyse the customer's value by the way of qualitative research. The common indexes using for analysing customer value to the manufacturing enterprise was introduced and divided into 2 groups: potential value and customer asset value. Potential value is focus on the customer's growth ability and stability, while the customer's asset value is focus on customer's profit value which can provided at present and in the future. Because all enterprises can get the customer's asset value through financial report easily and quickly, this article is mainly about the research of potential profit. As the result, the following indexes were developed: the continuity between the enterprise's mission & ability and customer's need, customer's influence power in its industry, customer's potential development ability, and customer's switching cost, the interdependence between customer and enterprise, customer perceived value. Customer's asset value can be analysed through 3 asspects: profit, cost, lifetime. And in order to illustrate how to use those indexes and verify those indexes' correctness, one customer of an OEM/ODM electronics company in SPS industry was introduced as case study.