企业客户服务中的客户识别方法与支持平台的研究
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摘要
在经济全球化的今天,企业面临着越来越激烈的竞争,实施客户关系管理,借助客户服务增强企业和产品的竞争力迫在眉睫。制造分销型企业是一类特定的企业,其营销和服务环境均比较复杂,有很多特殊性和难点,客户关系管理和客户服务中存在很多新问题,在理论和实践中都有许多不完善的地方,十分有待研究。本文运用客户关系管理、数据挖掘、运筹学、信息分析和平台方法等多种理论和方法,选择制造分销型企业为主要研究对象,对企业客户服务中的客户识别方法与支持平台等问题进行了系统、深入的研究。
首先,分析了制造分销型企业客户服务的特点和分类,运用服务蓝图的技术对各种类型的客户服务进行了描述,提出了制造分销型企业客户服务的框架模型。
其次,研究了客户识别中企业与客户的行为和价值关系、客户识别的不同模式;分析了客户信息和客户价值的种类和内容;分析了制造分销型企业中客户识别问题的特点和特殊性,建立了根据客户关系和行为状态对客户进行细分的客户漏斗模型,提出了基于客户漏斗模型不同模式的客户识别方法——客户选择方法和客户定位方法,并分别对它们进行了深入研究。
研究了客户识别中的客户选择方法,包括客户连续型价值变量的评估和客户离散型类别变量的判定两方面。分析了制造分销型企业20/80现象不显著的客户特征,研究了20/80现象不显著时,客户价值评估的维度及其测度、重要客户的描述和定义方法;提出了基于客户漏斗模型的客户类别判定的过程,分析了制造分销型企业客户信息缺失严重的问题,研究了客户信息缺失情况下,客户类别判定的过程;研究了客户信息缺失时,客户信息获取的优化方法和客户服务配置优化的过程。
研究了客户识别中的客户定位方法,分析了客户定位中的静态模型和动态模型,研究了客户定位模型中的相关因素及其关系,分析了两类模型的特点;考虑到客户定位静态模型和动态模型各有优缺点而且优势互补,分析了静态和动态模型组合应用的可能性,建立了客户定位的组合模型,阐述了其应用过程;通过在实际数据上的应用比较,发现组合模型比单一模型有更好的表现,验证了组合模型的先进性。客户定位组合模型是对客户定位研究的发展和完善。
客户服务创新与设计是客户服务框架中的另一重要部分,因此,分析了制造分销型企业客户服务创新的特点,研究了客户服务创新的过程;提出把在产品创新中获得巨大成功的平台方法应用到制造分销型企业的客户服务创新和实施中来,并研究了其应用原理,构建了制造分销型企业支持客户服务创新与实施的客户服务平台,研究了其结构和功能。
客户服务支持系统是企业客户服务平台的核心和中枢,客户识别、客户服务创新和实施等都在客户服务支持系统的支撑下得以运作。本文对制造分销型企业实际环境进行了一定程度的假设和简化,分析了其中的客户服务企业流程和系统需求,设计了客户服务支持原型系统的整体架构、功能模型和数据模型,在B/S架构上实现了其原型系统,并给出了该系统的应用实例。
In the age of economic globalization, enterprises face more and more drastic competitions. It is very imminent for enterprises to implement Customer Relationship Management (CRM) and draw support from customer services to strengthen competitiveness of enterprises and products. Manufacturing-Distribution Enterprise (MDE) is a specific kind of enterprise. The circumstances of MDEs’marketing and service are very complex, and have a lot of particularites and difficulties, so there are many unresolved problems both academical and practical that deserve to be studied. Based on theories and methods of CRM, Data Mining, Operational Research, Information Analysis, and Platform Method etc., by taking MDEs as the subject to be investigated, this thesis studies systematically and deeply on issues of customer recognition methods and support platform for customer services.
First, characteristics and taxonomy of customer services in MDEs are analyzed. By using service blue print, all sorts of customer services of MDEs are depicted. Framework model for customer service of MDEs is proposed.
Second, actions and values of enterprises and customers in customer recognition are analyzed. Different models of customer recognition are studied. Categories and content of customer information and customer value are analyzed. By analyzing peculiarities and particularities of customer recognition in MDEs, a customer funnel model which is segmentation of customers according to their status of relationship and behaviors is proposed. Based on the customer funnel model, methods that follow different models of customer recognition are proposed. Then the two kinds of methods: customer selection and customer targeting are studied deeply.
Two aspects of customer selection i.e. evaluation of continuous customer value variable and determinant of discrete customer class variable are studied. The phenomenon of 20/80 in some of MDEs is not prominent, so dimensions and their measurement of evaluating customer value, methods of describing and defining key account in MDEs are proposed. The processes of determining class of customer which are based on customer funnel model are proposed. The problem of customer information shortage in MDEs is analyzed. The processes of determining class of customer under conditions of customer information shortage are studied. The method of optimizing acquisition of customer information and allocation of customer services are studied to handle shortage of customer information.
The static models and dynamic models of customer targeting are analyzed. Factors and their relations of customer targeting models are studied. By analyzing characteristics of the two kinds of models, considering their advantages, shortcomings and complementation, the probability of combinatorial applying them is analyzed. The combined model for customer targeting is proposed. Through application to real data, the combined model show better performance in comparison with the single dynamic model. The combined model for targeting contributes to the literature of customer targeting.
New customer services development and design is another important part of the framework of customer service. Characteristics of customer services innovation are analyzed. The processes of customer services innovation are studies. The platform method which made great success in products innovation is applied to innovation and implementation of customer service in MDEs. The principles of application are proposed. The customer service platform is constructed, and its structure and functions are studied.
Customer service support system is the kernel and main center of customer service platform. All the functions like customer recognition, innovation and design of customer service are operated with the support of customer service support system. By assumptions and simplification of the real circumstance of MDEs, business flows and system demands are analyzed. Framework, functional model, and data model of the prototype system are designed. The prototype system is realized under the framework of B/S. Finally, an applying example is given.
首先,分析了制造分销型企业客户服务的特点和分类,运用服务蓝图的技术对各种类型的客户服务进行了描述,提出了制造分销型企业客户服务的框架模型。
其次,研究了客户识别中企业与客户的行为和价值关系、客户识别的不同模式;分析了客户信息和客户价值的种类和内容;分析了制造分销型企业中客户识别问题的特点和特殊性,建立了根据客户关系和行为状态对客户进行细分的客户漏斗模型,提出了基于客户漏斗模型不同模式的客户识别方法——客户选择方法和客户定位方法,并分别对它们进行了深入研究。
研究了客户识别中的客户选择方法,包括客户连续型价值变量的评估和客户离散型类别变量的判定两方面。分析了制造分销型企业20/80现象不显著的客户特征,研究了20/80现象不显著时,客户价值评估的维度及其测度、重要客户的描述和定义方法;提出了基于客户漏斗模型的客户类别判定的过程,分析了制造分销型企业客户信息缺失严重的问题,研究了客户信息缺失情况下,客户类别判定的过程;研究了客户信息缺失时,客户信息获取的优化方法和客户服务配置优化的过程。
研究了客户识别中的客户定位方法,分析了客户定位中的静态模型和动态模型,研究了客户定位模型中的相关因素及其关系,分析了两类模型的特点;考虑到客户定位静态模型和动态模型各有优缺点而且优势互补,分析了静态和动态模型组合应用的可能性,建立了客户定位的组合模型,阐述了其应用过程;通过在实际数据上的应用比较,发现组合模型比单一模型有更好的表现,验证了组合模型的先进性。客户定位组合模型是对客户定位研究的发展和完善。
客户服务创新与设计是客户服务框架中的另一重要部分,因此,分析了制造分销型企业客户服务创新的特点,研究了客户服务创新的过程;提出把在产品创新中获得巨大成功的平台方法应用到制造分销型企业的客户服务创新和实施中来,并研究了其应用原理,构建了制造分销型企业支持客户服务创新与实施的客户服务平台,研究了其结构和功能。
客户服务支持系统是企业客户服务平台的核心和中枢,客户识别、客户服务创新和实施等都在客户服务支持系统的支撑下得以运作。本文对制造分销型企业实际环境进行了一定程度的假设和简化,分析了其中的客户服务企业流程和系统需求,设计了客户服务支持原型系统的整体架构、功能模型和数据模型,在B/S架构上实现了其原型系统,并给出了该系统的应用实例。
In the age of economic globalization, enterprises face more and more drastic competitions. It is very imminent for enterprises to implement Customer Relationship Management (CRM) and draw support from customer services to strengthen competitiveness of enterprises and products. Manufacturing-Distribution Enterprise (MDE) is a specific kind of enterprise. The circumstances of MDEs’marketing and service are very complex, and have a lot of particularites and difficulties, so there are many unresolved problems both academical and practical that deserve to be studied. Based on theories and methods of CRM, Data Mining, Operational Research, Information Analysis, and Platform Method etc., by taking MDEs as the subject to be investigated, this thesis studies systematically and deeply on issues of customer recognition methods and support platform for customer services.
First, characteristics and taxonomy of customer services in MDEs are analyzed. By using service blue print, all sorts of customer services of MDEs are depicted. Framework model for customer service of MDEs is proposed.
Second, actions and values of enterprises and customers in customer recognition are analyzed. Different models of customer recognition are studied. Categories and content of customer information and customer value are analyzed. By analyzing peculiarities and particularities of customer recognition in MDEs, a customer funnel model which is segmentation of customers according to their status of relationship and behaviors is proposed. Based on the customer funnel model, methods that follow different models of customer recognition are proposed. Then the two kinds of methods: customer selection and customer targeting are studied deeply.
Two aspects of customer selection i.e. evaluation of continuous customer value variable and determinant of discrete customer class variable are studied. The phenomenon of 20/80 in some of MDEs is not prominent, so dimensions and their measurement of evaluating customer value, methods of describing and defining key account in MDEs are proposed. The processes of determining class of customer which are based on customer funnel model are proposed. The problem of customer information shortage in MDEs is analyzed. The processes of determining class of customer under conditions of customer information shortage are studied. The method of optimizing acquisition of customer information and allocation of customer services are studied to handle shortage of customer information.
The static models and dynamic models of customer targeting are analyzed. Factors and their relations of customer targeting models are studied. By analyzing characteristics of the two kinds of models, considering their advantages, shortcomings and complementation, the probability of combinatorial applying them is analyzed. The combined model for customer targeting is proposed. Through application to real data, the combined model show better performance in comparison with the single dynamic model. The combined model for targeting contributes to the literature of customer targeting.
New customer services development and design is another important part of the framework of customer service. Characteristics of customer services innovation are analyzed. The processes of customer services innovation are studies. The platform method which made great success in products innovation is applied to innovation and implementation of customer service in MDEs. The principles of application are proposed. The customer service platform is constructed, and its structure and functions are studied.
Customer service support system is the kernel and main center of customer service platform. All the functions like customer recognition, innovation and design of customer service are operated with the support of customer service support system. By assumptions and simplification of the real circumstance of MDEs, business flows and system demands are analyzed. Framework, functional model, and data model of the prototype system are designed. The prototype system is realized under the framework of B/S. Finally, an applying example is given.
引文
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