Analysis And Countermeasure Research Of Customer Churn About The Electronic Component Distributor Enterprise

ABSTRACT:Electronic components distribution enterprise has continuously promoted it awareness of marketing and CRM concept. It has changed its performance of results oriented to customer relationship management of process oriented. From the view of information construction which is supported to the entire domestic electronic components distribution industry, the early financial software, ERP, OA, website, CRM and Call Center are the process of gradual online and perfection. This has formed a kind of situation that the information related to customer scattered in separated system, and it is difficult for company top management and customer related department to get complete information of customer. Then, how to integrate these information so as to timely monitor important customer’s state, predict the occurrence of customer churn, has become one of the key links in sales predicting of electronic components distribution enterprise and has significant impact to company development in future. The customer churn in electronic components distribution enterprise is a complex problem that effected by multiple factors. Customer churn resolving is the key point of performance enhancement. The analysis and countermeasures research against the customer churn in this industry has its important theory value and practical significance.Today, distributors are facing intensified competition in the market environment. Customer’s management is more difficult, and the loss of customers is more and more serious. Customer churn has affected customer service quality, costs, profits and competitiveness and etc. How to effectively manage customer churn analysis, determine a reasonable churn management strategy, has become an important issue in its operating process. This study taking the customer transaction history data of a domestic distributor in the industry as the sample, combining with industry data and literature research, presents a customer churn model based on customer rating (CR), customer activity (CA) and customer behavior unstructured data, from an empirical view elaborates this distributor how to use this model to implement customer relationship management strategy to enhance existing customer retention and reduce churn. This model considering on both CR&CA index in the implementation process, analysis on the churn combining with customer behavior unstructured data, make different maintaining and recovery strategy according to different customer, and propose corresponding solutions on customer churn so as to realize a reasonable allocation of resources.