【计算机专业文献翻译】CRM的价值基于客户细分

CRM的价值基于客户细分

当一个企业明确了自己的客户之后，紧接着就应该做客户细分。这是因为，不同的客户对同一产品或服务的需要和欲望存在着明显的差别，客户对产品或服务的要求日趋理性和严格，对企业服务的整体质量也提出了更高要求。而且不同类型的客户选择的往往不仅是产品或服务的单一特性，还可能是产品特性的某种组合。对于企业来说，同一产品或服务不可能满足市场上所有的客户的需要，而只能面向某一种主导型客户另加若干种非主导型客户。另一方面，某一特定的产品或服务要不仅满足单一类型的客户，还要满足多范围、多层次、有着不同需要的客户群。

客户细分的目的，就是要更精确地回答谁是我们的客户，客户到底有哪些实际需要，企业应该去吸引哪些客户，应该重点保持哪些客户，应该如何迎合重点客户的需求等重要问题，进而使CRM真正成为业务获得成功、扩大产品销量的助推器。

客户细分一般可分为五个步骤进行：

第一步，客户特征细分。一般客户的需求主要是由其社会和经济背景决定的，因此对客户的特征细分，也即是对其社会和经济背景所关联的要素进行细分。这些要素包括地理（如居住地、行政区、区域规模等）、社会（如年龄范围、性别、经济收入、工作行业、职位、受教育程度、宗教信仰、家庭成员数量等）、心理（如个性、生活型态等）和消费行为（如置业情况、购买动机类型、品牌忠诚度、对产品的态度等）等要素。

第二步，客户价值区间细分。不同客户给企业带来的价值并不相同，有的客户可以连续不断地为企业创造价值和利益，因此企业需要为不同客户规定不同的价值。在经过基本特征的细分之后，需要对客户进行高价值到低价值的区间分隔（例如大客户、重要客户、普通客户、小客户等），以便根据"20%的客户为项目带来80%的利润"的原理重点锁定高价值客户。客户价值区间的变量包括：客户响应力、客户销售收入、客户利润贡献、忠诚度、推荐成交量等等。

第三步，客户共同需求细分。围绕客户细分和客户价值区隔，选定最有价值

的客户细分作为目标客户细分，提炼它们的共同需求，以客户需求为导向精确定义企业的业务流程，为每个细分的客户市场提供差异化的营销组合。

第四步，选择细分的聚类技术。目前多采用聚类技术来进行客户细分。常用的聚类方法有K-means、神经网络等，企业可以根据不同的数据情况和需要，选择不同聚类算法来进行客户细分。同时将收集到的原始数据，转换成相应的数据模型所支持的格式，这个过程称为数据初始化和预处理。

第五步，评估细分结果。在对客户群进行细分之后，会得到多个细分的客户群体，但是，并不是得到的每个细分都是有效的。细分的结果应该通过下面几条规则来测试:与业务目标相关的程度;可理解性和是否容易特征化;基数是否足够大，以便保证一个特别的宣传活动;是否容易开发独特的宣传活动等。

这里需要强调的有三点：

第一，客户细分过程中，最关键的是拟定进行客户细分的特征要素，特征要素的选择直接影响着客户细分的结果和对不同客户的价值评定，从而也影响后续的营销战略、战术。客户细分的特征要素和价值定位，必须建立在理解业务要求的基础上，其细分结果一定要能够准确地应用到业务流程中，必须能够确保产品或服务能够获得高命中率和高满意度。

第二，客户细分的特征要素不是静态的，而且还是多层次、多视角的，因而客户细分不是一成不变的，企业应该根据市场环境和客户响应等等情况进行动态调整和优化。客户细分不是五个阶段的简单搭接，而是五个阶段环环相扣、互相影响互相促进的过程。

第三，要确保细分的客户市场足够大、有可识别性、有可接触性并且有利可图。还要避免细分后的客户市场面太狭小，使目标客户群不足以支撑企业发展所必须的利润。

The CRM value subdivides based on the customer After an enterprise has been clear about own customer, follows closely should make the customer to subdivide. This is because, the different customer has the obvious difference to the identical product or service need with the desire, the customer and is strict to the product or the service request day by day rationality, also set a higher request to the enterprise service overall quality. Moreover the different type customer choice often not only is the product or the service sole characteristic, but also possibly is the product characteristic some kind of combination. As for the enterprise that, the identical product or the service is impossible to satisfy in the market all customers need, but only can face some kind of leadership customer to add separately certain kind of non- leaderships customer. On the other hand, some specific product or the service wants not only to satisfy the sole type the customer, but also must satisfy the multi- scopes, multi-levelly, has the different need the customer group.

The customer subdivides the goal, is needs precisely to reply who is our customer, the customer has which actual need, the enterprise should attract which customers, which customers should key maintain, how should cater to the key customer the demand and so on the important question, then causes CRM truly to become the service successfully to obtain, the expanded product sales volume auxiliary booster.

The customer subdivides generally may divide into five steps to carry on: The first step, the customer characteristic subdivides. The general customer demand mainly is by its society and the economical background decision, therefore subdivides to the customer characteristic, also is the essential factor which is connected to its society and the economical background carries on subdivides. These essential factors including geography (for example inhabited area, administrative area, region scale and so on), society (for example age scope, sex, income, work profession, position, education level, religious belief, family member quantity and so on), psychology (for example individuality, life condition and so on) and expense behavior (for example setting at industry situation, purchase motive type, brand loyalty, to product manner and so on) and so on essential factor.

The second step, the customer value sector subdivides. The different customer the value which brings to the enterprise is not certainly same, some customers may continuously unceasingly create the value and the benefit for the enterprise, therefore the enterprise needs for the different customer stipulation different value. After passes through basic characteristic subdividing, needs to carry on the high value to the customer to the low value

sector separation (for example big customer, important customer, ordinary customer, small customer and so on), in order to brings 80% profit "according to the" 20% customer for the project the principle to lock the high value customer with emphasis. The customer value sector variable includes: Customer sound stress, customer sale income, customer profit contribution, loyalty, recommendation turnover and so on.

The third step, the customer common demand subdivides. Revolves the customer to subdivide with the customer value area separates, designated the most valuable customer subdivides as the goal customer subdivides, refines their common demand, take the customer demand as the guidance precise definition enterprise's service flow, the customer market which subdivides for each provides the difference marketing combination.

The fourth step, the choice subdivides gathers a kind of technology. At present uses gathers a kind of technology to carry on the customer to subdivide. Commonly used gathers a kind of method to have K-means, the nerve network and so on, the enterprise may according to the different data situation and the need, the choice differently gathers a kind of algorithm to carry on the customer to subdivide. Simultaneously will collect the primary data, will transform the form which the corresponding data model will support, this process will be called the data initialization and the pretreatment.

The fifth step, appraised subdivides the result. In carries on after the customer group subdivides, can obtain the customer community which many subdivides, but, certainly is not each which obtains subdivides all is effective. Subdivides the result should test through following several rules: With service goal correlation degree; Intelligibility and whether easy characteristic; The cardinal number enough is whether big, in order to guarantees a special propaganda activity; Whether easy to develop the unique propaganda activity and so on.

Here need emphasizes has three point:

First, the customer subdivides in the process, what is most essential is draws up carries on the characteristic essential factor which the customer subdivides, the characteristic essential factor choice directly is affecting the result which the customer subdivides and evaluates to the different customer value, thus also affects the following marketing strategy, the tactic. The customer subdivides the characteristic essential factor and the value localization, must establish in the understanding service request foundation, it subdivides the result certainly to have to be able accurately to apply in the service flow, must be able to guarantee the product or the service can obtain the high hit probability and the high degree of satisfaction.

Second, the customer subdivides the characteristic essential factor is not a static state, moreover or multi-level, multi- angles of view, thus the customer subdivides is not irrevocable, the enterprise should according to market environment and customer response and so on situation carries on the dynamic alignment and the optimization. The customer subdivides is not five

stages simple joining, but is five stages is linked together the process which, the mutual influence mutually promotes.

Third, must guarantee the customer market which subdivides enough to be big, to have Identifiably, has may the contact and be profitable. Also must avoid subdividing after the customer city scene too to be narrow and small, causes the goal customer group to be insufficient to supports the enterprise to develop must the profit.