The Evaluation Research Of Organizational Customer Value And An Empirical Study Of Telecom Industry

As the restruction in telecom industry and the insuance of 3G licenses, the full service is the trend for the telecom operators, and the organizational customers are becoming more and more important. And the value evaluation is the basement of value maintainment and improvement. This paper including the following parts:1. Built an organizational customer value index, and proposed a method to test the reasonable for the index.The organizational customer value index was based on literature review, idea meeting and expert interviews. The index is composed by current value and potential value. The current value consists of income and cost, while the potential value consists of strategic value, loyalty value and credit value. The stragety fitness, dependability, innovation, demonstration and growth are used to measure the stragety value; Behavior of loyalty and emotional loyalty are used to test the loyalty value; And the credit value is cacurated by debt and credit rate. To improve the appliance, an index reasonable test method was proposed. Five indicators are used to measure the reasonability, which are naming normative, completeness, independence, orientation and importance. Though this method we can see whether the index is suitable for the enterprise.2. Made a reasonable and practicable organizational cutomer value index for telecom industy.The result of the reasonable test showed that the organization customer value index system was suitable for telecom industry. And through investigation, the indicator measurement and data recovery were fixed. And also the practicable of the measurement and recovery were also proved. So a complete organizational customer value index was comformed, which consisted of index indicators, questionnaire for weight, and data acquisition program. The empirical results showed that the organizational customer value index was objectivity for the telecom industry. If organizational customer value was judged just by income, the profit organizations would be over valued, while the non-profit would be less valued. Most of the organizational customer were high current value while low potential value, which means that there is much room for value improvement. Both of the loyalty value and credit value were high, but the stragety value was lower. Therefore, enterprises need to focus on analysis of strategic value, and improve the value from the strategy value dimension.3. Proposed a hierarchical management based on the value evaluation and the key accounts dynamic management method.Given the organizational customer management chaos in telecom industry, a hierarchical management tactics was proposed, which contained management, marketing, service and credit. In the meanwhile a key accounts dynamic management method was also proposed based on the value evaluation.