Research On Value Evaluation System For Business Customers

In more and more fiercely competitive environment, survival and development of companies are based on customers. Companies focus on attracting and keeping the finest customer. However, it is not all the customers who create the same value for the company. And the value, which created by customers includes not only profit, but also includes something that can't be measured by money. As a result, how to design an applicable system for the customer value evaluation has became the key to the management of customer.This paper reseaches on value evaluation system for business customers .Based on former researches on concepts and measurements of customer value, firstly this paper analysis the defect of value evaluation system for business customers, then points out that the business customer value is consists of accounting value, knowledge value, credit value, affection value and growing value. Secondly, by introducing the idea of the Balanced Scorecard, the strategy of the company and the index of value evaluation can be combined. This paper chooses four financial indexes and other five indexes for this research, and AHP method is employed to weight the index. And the non-financial indexes are emphasized by enhance its position. At last, this paper chooses a company as an example to do research both theoretical and empirically, with business customers as its main customers. And then 20 customers are selected for research. Finally, we put the evaluation system into practice to evaluate twenty customers in GH Company. The results show that this evaluation system is applicable.