The Research Report On A Funds’ Electronic Direct Marketing’s Customer Segmentation And Customer Service

Chinese fund industries have been developed from90’s, the market has been transferred from the lacking of investment products in the selling market to the current buyer market with fierce competitors. The companies are not only emphasis on performance and product line, but also focus on personalized, differentiated service. There is no doubt that the key of differentiated service is the combination of customer service and segmentation.The research is based on the analysis of the first batch of domestic fund company—fund firm A’s online direct marketing as research object will be used in this essay. This essay starts with the definition of customer segmentation based on the purpose, methods theory in order to bring customer value and life cycle in practice. Defined in the definition of customer service at the same time, and from a customer service features, the basic content, and customer service delivered value theory of contribution to the enterprise. The main sections of this article was developed from the SWOT analysis, the differences of online direct marketing and traditional distribution channels, online direct customer service model from different angles, such as a comprehensive exposition of the status of the A fund company; customer segmentation theory, the A fund company online value segmentation by two-dimensional quartile model; direct customer data and customer service related theories, proposed the establishment of an independent team of online direct marketing consultant online direct marketing, customer service, and create a marketing database classifications customer service, different customer segments corresponding different service strategies, concern dormant customers guide increase line online direct customer maintenance efforts these five improvement strategies. The data, models and strategies are used in this article could provide support to similar fund companies online direct marketing customers’segmentation and service with a strong theoretical and practical value.