Crm Customer Value Evaluation System

Customer relationship management is the focal point in management science research.Because customers are important resources and assets, and customers are the foundationthat the enterprise survives and develops. By establishing good and long relationship withcustomers, enterprises will get superiority in market competition. But different customerhas different value, because different customer relationship has different cost inestablishing, developing and defending. So if enterprises want to get good quality customer,they must know about the value of the customer. Customer value evaluation becomes thekey step in CRM. Based on plentiful research, this paper has established the customervalue evaluation indexes systems for latency and practical re-seller and end user separately.And then enterprises could manage customers separately according to their value.Firstly, the emergence and means of the CRM and the customer value, and theresearch actuality of the customer value evaluation are discussed and analyzed in this paper.On the base, the paper finds the drawbacks and then puts forward new thoughts. Secondly,through the former research and professional consultation, this paper has established thecustomer value evaluation indexes systems for latency and practical re-seller and latencyand practical end user separately, which uses a new way containing quantitative analysisand qualitative analysis. And this part is the innovation in this paper. Thirdly, it discussesthe method of customer classification, which classifies the customers according to thecurrent value and potential value, and offers the strategy of the customer classificationmanagement. And then, it evaluates weights of the indexes by AHP and classifiescustomers by Hierarchical Cluster Analysis. The customers of a Manufacturing enterpriseis evaluated and analyzed by the evaluation indexes system and the method of customerclassification, which offers the enterprise a guidable method. Finally, it summarizes thewhole paper, points out the insufficiency, and also prospects the further research.