Study On Customer Value Evaluation And Customer Classification Of Commercial Banks

The commercial bank is considered as a special service industry. Customers can be viewed as one kind of valuable resources. However, not all the customers can bring benefits to the banks. It's essential to classify the customers, finding out the valuable customers who can bring the benefits to the banks. In traditional idea it's said"the Customer is God", but more and more researches demonstrated"Not all the customers are the God", there exists a comparative proportion of the customers who make banks loss. This paper aims to establish a scientific, reasonable and feasible model of customer value grading and according to the customer value that get from the model, it classify the customers.This paper reviews the studies concerning the evaluation for customer value and customer classification in and abroad, based on that, it selects the corporations loaned from commercial banks as the study object and applies the soft sets to the customer value estimation; finally it establishes the customer value evaluation model for commercial banks'customers. This model not only contains quantitative indexes but also qualitative indexes, which can roundly evaluate the customer values.According to this model, the customer value is classified into current value and potential value and with these two value dimensions it establishes the customer value matrix, which classifies the customers into four sorts: low current value--low potential value (theⅠkind of customers), low current value--high potential value (theⅡkind of customers), high current value--low potential value (theⅢkind of customers), high current value--high potential value (theⅣkind of customers). This paper also gives different customer relationship maintaining strategies for such 4 different types of customers. On the basis it chooses the data of one commercial bank in Chongqing for study and demonstrates the evaluation model and method of customer classification reasonable and feasible.