Customer value is the customer for the enterprise to contribute to the size of the profit, although the enterprise's profits are not directly created by the customer, but only through the purchase of the customer can be honored, different companies have different methods of calculating the value of the customer, even if it is the same business itself, different departments, different personnel on the value of customer judgment is not the same. Even the same enterprise itself, different departments, different people on the customer value judgment is not the same, because they focus on the customer and focus on different levels, so the calculation and judgment of customer value that is different factors, the results must be very different.
In fact, each department of each enterprise is also related to the business as the starting point for judging the size of the customer value, only stand in the enterprise point of view in order to 360-degree view of the customer.
Certain enterprises in the community to determine the value of the customer is only based on the current sales opportunities may be sales, that is, the importance of immediate benefits, do not take into account or ignore the customer's other factors affecting the sale of opportunities to desperately follow up on the transaction on the worthless or ignore, not from the customer's life cycle of the stages of development of the attention of customers, resulting in only one business with each customer. Enterprises continue to spend money to obtain sources of customers at the same time part of the existing customers are constantly losing, in fact, this approach is not worth the loss, the development of a new customer costs several times more than the maintenance of existing customers, but also the old customers not only to provide the use of product demand advice, so that enterprises continue to improve their products, there will be related products to buy, repeat purchase of future demand, while enhancing the enterprise in the customer The influence of the enterprise's reputation in the customer. In the CRM system on the calculation of customer value can not be limited to current sales, according to the current sales size ranking of customers, to determine the priority of the task, but to all-round, full-stage analysis of the customer, calculate the value of the customer, do not be confused by the immediate interests.
Keep in mind that the customer who makes reasonable demand suggestions for the enterprise is as important as the customer whose purchase amount is ranked in the A category.
So customer value should be defined as "Customer Value = Cumulative Purchase Amount + Current Sales Opportunity (Possible Sales) + Customer Needs Suggestion + Customer Future Needs Forecast", using the principle of the Customer Points System, where each of these items consists of one or more basic attributes from the customer's profile. "Cumulative purchase amount" and "possible sales" are measurable normative structures, which can form a functional relationship in proportion to the amount, for example, 1 million - 10 points; 500,000 - 5 points, and so on. Points, etc., the customer's demand for the proposal of the calculation of the enterprise can be based on the actual situation to establish an evaluation standard, to the proposal frequency and the value of the proposal judgment, such as high-value proposal - 10 points, if the proposed five times the high value of the proposal, then this item is 50 points; general proposal - 2 points; never proposed the proposal - 0 points, etc..
"Customer future demand forecast" is set up through the CRM system "related products", "supporting products", "product life cycle", "product", "product", "product", "product", "product", "product", "product", "product", "product", "product", "product", "product", "product", "product" and so on. Lifecycle", "customer purchase cycle" and other intelligent against the customer's historical data, and then speculate on what the customer's future needs, according to the customer's future purchasing needs of the value of the product in proportion to the points of this item, this method is relatively simple, but more practical, the management of more detailed enterprises can also be put in the customer's "acquisition". This method is relatively simple, but more practical, the more detailed management of the enterprise can also be the customer's "acquisition costs that is, marketing costs", "the amount of money owed", "the length of the year of contact", "customer satisfaction" and so on are taken into account, "customer satisfaction". "and so on are taken into account to form a more detailed and perfect customer value calculation system to help enterprises scientifically categorize customers, maintain high-value customers, eliminate negative-value customers, and observe the direction of the curve of customer value over time. Timely customer care for low-value customers, so that the value to maintain the maximization.