面向CRM的客户知识获取和运用的理论与方法研究
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摘要
随着网络经济的盛行和市场竞争的加剧,客户的角色和地位发生了巨大的变化,与客户相关的知识成为企业日益关注的竞争要素,成为企业重要的资产之一。因此,企业需要基于外向型视角,探测存在于客户头脑中的知识,在企业的战略制定、新产品开发、营销管理等领域与客户进行协作,通过交流和互动与客户建立亲密的关系,吸纳与客户相关的一切有价值的知识,通过有效的客户知识管理以提升企业的客户关系管理(Customer Relationship Management,CRM)绩效。本文的主要目的是开发出面向CRM的客户知识获取和运用的理论框架,主要研究内容如下:
1.分析了客户消费行为的新特征及客户角色的演进过程,通过对客户知识管理相关文献的梳理,指出客户知识是蕴涵在企业发掘客户的需求和特点、为客户提供产品服务以及从客户那里获得反馈意见的整个CRM流程当中的,客户知识管理的最终目标应是提高企业客户关系管理的能力。同时构建了面向CRM的客户知识管理模型,提出在CRM战略实施流程中主要包括四个维度的客户知识:关于客户的知识、用于客户的知识、来自于客户的知识和共同创造的知识,并分析了当前企业实践中对四种维度的客户知识的管理方法。
2.研究了面向客户知识获取的客户知识吸收能力问题,构建了面向CRM的企业客户知识吸收能力模型,通过审视企业吸收能力的四个关键维度:获取、消化、转化和开发在对具体客户学习过程中的应用,分析影响企业客户知识吸收能力的关键因素,研究了企业的客户知识吸收能力对客户关系管理绩效的影响。研究发现,如果企业拥有了关于获取、消化和转化客户知识的能力以及在客户价值创造过程中开发客户知识的能力,企业将能获取客户价值和企业收益的巨大协同效应。
3.研究了面向CRM的客户知识共享问题,客户知识共享是客户根据自身利益的需要,在一定条件下将自己关于产品需求和特性、建议或抱怨等方面的知识与企业共享,企业根据获取这些知识的价值和获取成本之间的对比,有选择地学习这些客户知识,并利用这些知识创造更大的价值。通过分析客户知识共享的动机分析,发掘客户进行知识共享的影响因素,构建了客户知识共享的博弈模型,通过博弈分析,利用动态规划的逆向归纳法求得纳什均衡解,从而获取促使客户知识共享的条件,为解决企业的客户关系管理实践中客户知识共享动力匮乏的问题,提出合理建议。
4.研究了客户知识获取的优化控制问题,通过引入关系承诺相关理论,界定了知识承诺的概念,通过提取影响知识承诺水平的四个关键因子:信任、认知预期价值、客户知识获取方面的投入和机会主义倾向,构建了面向CRM的客户知识获取动态决策模型,利用动态优化控制理论来研究客户知识获取投入的优化控制问题,为企业进行客户知识获取提供了一个最优控制准则。
5.研究了基于Kano模型的客户知识发现和运用问题。针对传统的知识发现和数据挖掘技术更多注重算法的开发和模式规则的提取,而忽略交易背后的人为因素等缺陷,结合Kano方法的基本原理,构建了基于Kano模型的客户知识发现和运用过程,运用Kano模型可以把客户的隐性知识转化为企业需要的显性知识,企业可以依据这些知识,采取相应的变量对客户进行细分,针对具有相同效用模式的客户开发新产品或采取个性化的营销策略,提升企业的CRM绩效。最后,通过实证研究验证了模型可行性和有效性。
With the development of network economics and the fury of the Competition,the status and roles of customers have taken great place.Customer-related knowledges are increasingly significant for enterprises' survival,and they have becoming one of the key assets in enterprise.It forced enterprises to develop and maintain the relationship with customers at a strategy level to gain customer knowledge,so as to improve the CRM performance.The paper aims at to develop an integrated framework for obtaining and leveraging customer knowledge oriented CRM on the bases of uncovering the current traps and problems in customer knowledge management researches and practices.The main contents are as follows:
1.Through analyzing the new consume characteristics of customer and the changes of customers' role,retrospecting the origins and divergent perspectives of customer knowledge management.The paper proposes that customer knowledges are exsited in the application of CRM in enterprises and the purpose of customer knowledge management is to improve the competence of CRM.Based on this,a framework of customer knowledge management oriented CRM is set up,which involves four dimentions of customer knowledge:knowledge about customers,knowledge for customers,knowledge from customers and knowledge co-creation.Meanwhile,the approaches to manage every dimension of customer knowledge in the enterprises nowadays are analysized.
2.Absorptive capacity for enterprises to obtain customer knowledge is studied.A conceptual framework of customer-related knowledge absorptive capacity is introduced, and the external and internal antecedents to the construct are discussed,the influence of customer-related knowledge absorptive capacity to customer relationship management performance.We propose that customer relationship performance could at least partly be explained by the capability of the supplier firm to acquire,assimilate,transform and exploit customer-related knowledge.
3.The problem of how to rfiake cutomers share their knowledge with emterprise is studied.Customers share the knowledge of requirements to product,suggestions and complain to gain certain benefits,and enterprises learn and acquire customer knowledge before balancing the value of customer knowledge and the cost of acquiring customer knowledge.The emotion of customers share knowledge is anysized and the paper gets the solution to subgame perfect Nash equilibrium by complete information dynamic game analysis in customer knowledge sharing process,in order to find the condition of realizing customer knowledge sharing.It brings forward some appropriate advices for the problem that little prompting mechanism and reveals the essence that enterprise and customers achieve their most profit s in knowledge sharing.
4.It is very important to optimize the efforts to obtain customer knowledge.From the interactive perspective between customers and enterprises,knowledge commitments are defined and analyzed,and we consider four main factors that drive the levels of knowledge commitments between enterprises and customers:the trust,the perceived value delivery, the opportunism and the efforts to obtain customer knowledge of the enterprises.Then, based on the theory of optimal control,the problem on the decision of customer knowledge acquiration efforts is studied.A time-variant model on the policy of customer knowledge acquiration efforts is set up and discussed.Then the optimal policy is obtained and it can be applied in the field of customer knowledge management.
5.The Discovery and application of customer knowledge based on Kano model is discussed.In a knowledge management domain,an important task is the conversion of tacit knowledge into explicit knowledge,The methods of knowledge discovery and data mining in tradition are concerned only with the development of a new data mining algorithm with the view of pattern extraction rather than focusing on the usefulness and comprehensibility of those knowledge discovery models,but they neglect persons behind the stage of transaction and their motivation,therefore,a well-established Kano's Method has come up to demand and extract customer knowledge for attractive quality creation in customer relationship management projects.As a consequence,a Kano-CKM model with a methodology to delineate precisely the process of customer knowledge discovery for innovative product development is proposed.It can elicit tacit customer knowledge that can be converted into codified knowledge in order to capture a customer's attitude toward products under development.Based on this,enterprises can segment customers and make effective marketing decisions,so as to achive excellence performance in CRM projects.
1.分析了客户消费行为的新特征及客户角色的演进过程,通过对客户知识管理相关文献的梳理,指出客户知识是蕴涵在企业发掘客户的需求和特点、为客户提供产品服务以及从客户那里获得反馈意见的整个CRM流程当中的,客户知识管理的最终目标应是提高企业客户关系管理的能力。同时构建了面向CRM的客户知识管理模型,提出在CRM战略实施流程中主要包括四个维度的客户知识:关于客户的知识、用于客户的知识、来自于客户的知识和共同创造的知识,并分析了当前企业实践中对四种维度的客户知识的管理方法。
2.研究了面向客户知识获取的客户知识吸收能力问题,构建了面向CRM的企业客户知识吸收能力模型,通过审视企业吸收能力的四个关键维度:获取、消化、转化和开发在对具体客户学习过程中的应用,分析影响企业客户知识吸收能力的关键因素,研究了企业的客户知识吸收能力对客户关系管理绩效的影响。研究发现,如果企业拥有了关于获取、消化和转化客户知识的能力以及在客户价值创造过程中开发客户知识的能力,企业将能获取客户价值和企业收益的巨大协同效应。
3.研究了面向CRM的客户知识共享问题,客户知识共享是客户根据自身利益的需要,在一定条件下将自己关于产品需求和特性、建议或抱怨等方面的知识与企业共享,企业根据获取这些知识的价值和获取成本之间的对比,有选择地学习这些客户知识,并利用这些知识创造更大的价值。通过分析客户知识共享的动机分析,发掘客户进行知识共享的影响因素,构建了客户知识共享的博弈模型,通过博弈分析,利用动态规划的逆向归纳法求得纳什均衡解,从而获取促使客户知识共享的条件,为解决企业的客户关系管理实践中客户知识共享动力匮乏的问题,提出合理建议。
4.研究了客户知识获取的优化控制问题,通过引入关系承诺相关理论,界定了知识承诺的概念,通过提取影响知识承诺水平的四个关键因子:信任、认知预期价值、客户知识获取方面的投入和机会主义倾向,构建了面向CRM的客户知识获取动态决策模型,利用动态优化控制理论来研究客户知识获取投入的优化控制问题,为企业进行客户知识获取提供了一个最优控制准则。
5.研究了基于Kano模型的客户知识发现和运用问题。针对传统的知识发现和数据挖掘技术更多注重算法的开发和模式规则的提取,而忽略交易背后的人为因素等缺陷,结合Kano方法的基本原理,构建了基于Kano模型的客户知识发现和运用过程,运用Kano模型可以把客户的隐性知识转化为企业需要的显性知识,企业可以依据这些知识,采取相应的变量对客户进行细分,针对具有相同效用模式的客户开发新产品或采取个性化的营销策略,提升企业的CRM绩效。最后,通过实证研究验证了模型可行性和有效性。
With the development of network economics and the fury of the Competition,the status and roles of customers have taken great place.Customer-related knowledges are increasingly significant for enterprises' survival,and they have becoming one of the key assets in enterprise.It forced enterprises to develop and maintain the relationship with customers at a strategy level to gain customer knowledge,so as to improve the CRM performance.The paper aims at to develop an integrated framework for obtaining and leveraging customer knowledge oriented CRM on the bases of uncovering the current traps and problems in customer knowledge management researches and practices.The main contents are as follows:
1.Through analyzing the new consume characteristics of customer and the changes of customers' role,retrospecting the origins and divergent perspectives of customer knowledge management.The paper proposes that customer knowledges are exsited in the application of CRM in enterprises and the purpose of customer knowledge management is to improve the competence of CRM.Based on this,a framework of customer knowledge management oriented CRM is set up,which involves four dimentions of customer knowledge:knowledge about customers,knowledge for customers,knowledge from customers and knowledge co-creation.Meanwhile,the approaches to manage every dimension of customer knowledge in the enterprises nowadays are analysized.
2.Absorptive capacity for enterprises to obtain customer knowledge is studied.A conceptual framework of customer-related knowledge absorptive capacity is introduced, and the external and internal antecedents to the construct are discussed,the influence of customer-related knowledge absorptive capacity to customer relationship management performance.We propose that customer relationship performance could at least partly be explained by the capability of the supplier firm to acquire,assimilate,transform and exploit customer-related knowledge.
3.The problem of how to rfiake cutomers share their knowledge with emterprise is studied.Customers share the knowledge of requirements to product,suggestions and complain to gain certain benefits,and enterprises learn and acquire customer knowledge before balancing the value of customer knowledge and the cost of acquiring customer knowledge.The emotion of customers share knowledge is anysized and the paper gets the solution to subgame perfect Nash equilibrium by complete information dynamic game analysis in customer knowledge sharing process,in order to find the condition of realizing customer knowledge sharing.It brings forward some appropriate advices for the problem that little prompting mechanism and reveals the essence that enterprise and customers achieve their most profit s in knowledge sharing.
4.It is very important to optimize the efforts to obtain customer knowledge.From the interactive perspective between customers and enterprises,knowledge commitments are defined and analyzed,and we consider four main factors that drive the levels of knowledge commitments between enterprises and customers:the trust,the perceived value delivery, the opportunism and the efforts to obtain customer knowledge of the enterprises.Then, based on the theory of optimal control,the problem on the decision of customer knowledge acquiration efforts is studied.A time-variant model on the policy of customer knowledge acquiration efforts is set up and discussed.Then the optimal policy is obtained and it can be applied in the field of customer knowledge management.
5.The Discovery and application of customer knowledge based on Kano model is discussed.In a knowledge management domain,an important task is the conversion of tacit knowledge into explicit knowledge,The methods of knowledge discovery and data mining in tradition are concerned only with the development of a new data mining algorithm with the view of pattern extraction rather than focusing on the usefulness and comprehensibility of those knowledge discovery models,but they neglect persons behind the stage of transaction and their motivation,therefore,a well-established Kano's Method has come up to demand and extract customer knowledge for attractive quality creation in customer relationship management projects.As a consequence,a Kano-CKM model with a methodology to delineate precisely the process of customer knowledge discovery for innovative product development is proposed.It can elicit tacit customer knowledge that can be converted into codified knowledge in order to capture a customer's attitude toward products under development.Based on this,enterprises can segment customers and make effective marketing decisions,so as to achive excellence performance in CRM projects.
引文
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