Business behavior analysis, customer characteristics analysis, etc
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Customer analysis is to understand customer needs, analyze customer characteristics, and evaluate customers based on various information and data about customersCustomer valueSo as to formulate correspondingmarketing strategyAnd resource allocation plan.
"Understand that consumers are formedMarketing strategyThe foundation of.The response of consumers to the marketing strategy determines the success or failure of the enterprise. "effectiveCustomer segmentationIt's depth analysiscustomer demandAn important means to respond to changes in customer needs.Through reasonable and systematic customer analysis, enterprises can know what needs different customers have, analyze the relationship between customer consumption characteristics and business benefits, and optimize the operation strategy;More importantly, it can be found thatProspectsSo as to further expand the business scale and make the enterprise develop rapidly.
Analytical aspects
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Personalized needs
"Customer centric"Personalized serviceMore and more attention has been paid.implementationCRMOne of the important goals of theEnterprise benefitsIn order to make the right decision.These make customer analysis become enterprise implementationCRMIt is an indispensable part of.
Customer behavior
Through customer analysis, enterprises can use the collected information to track and analyze the information of each customer, not only to know what kind of customers have what needs, but also to observe and analyze the impact of customer behavior onEnterprise incomeThe influence ofEnterprise profitGet optimization.
Valuable information
With the customer analysis system, enterprises no longer rely on experience to speculate, but use scientific means and methods to collect, analyze and use variousCustomer informationTo easily obtain valuable information.For example, which products are most popular, why and whatRepeat customerWhich customers are the most profitable, and what are the problems with after-sales service.Customer analysis will help enterprises make full use of theirCustomer relationshipResources, calmly and freely face customers in the new economic era.
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At present, China's enterprises are still lacking in customer analysis,Analytical meansIt is relatively simple and the method is not systematic and perfect.And simplestatistical methodAlthough it can be concluded to some extentAnalysis results, but because of the differenceEnterprise developmentThere are certainUnbalance, using simpleStatistical modeThe conclusions drawn are easy to have large errors and difficult to meet the special needs of enterprises.Therefore, enterprises need to have more perfect and reasonable customer analysis programs to further improve customer analysisrationality, consistency, and the ability toProspectsProvide more decision support in the cultivation and discovery of.
Business behavior analysis is based on the customer's capital distribution, flowHistoryAnd other data to analyze the comprehensive utilization of customers.It mainly includes:
(1) Product distribution: analyze the number of different types of products purchased by customers in different regions and different periods of time to obtain the currentMarketing systemStatus of, by regionMarket conditions, as well as the operation of customers.
(2) Consumer retention analysis: through the analysis of detailed transaction data, the company subdivides the customers it wants to keep, and publishes the list of these customers to each branch to ensure that these customers can enjoy the best services and concessions.Subdivision criteria can be unitsTime transactionIndicators such as times, transaction amount, and settlement cycle.
(3) ConsumerLoss rateAnalysis: judge whether the customer is ready to end the business relationship or is moving to another one by analyzing the detailed transaction datacompetitor。The purpose is to evaluate the customers who have been identified to have closed the transaction and find out the reasons for their closing the transaction process.
(4) Upgrade/CrossSales analysis: Customers who are about to end the trading cycle or have good loan credit, or have other needs, are classified to facilitateEnterprise identificationDifferent target objects.
Customer characteristics analysis
(1) CustomerBehavioral habitsAnalysis: Identify the value of customers according to their purchase records, which is mainly used to classify customers according to their value.
(2) Analysis of customers' opinions on products: determine customers' opinions on various products according to different customers' opinions on various products and different attitudes when various new products or services are launchednew thingsAcceptance of.
Customer loyaltyIt is based on the trust, frequency, service effect, satisfaction and continued acceptance of the sameEnterprise servicesSynthesis of possibilitiesEvaluation value, which can be quantified according to specific indicators.It is better to keep regular customers than to seekNew customersMore economical, maintain continuous communication with customers, long-term contact, maintain and enhance consumers'Emotional bondIs a new means of competition among enterprises.And consolidate thisCustomer loyalty The competition of is covert, and competitors can't see any strategic changes.
Customer attention analysis
(1) Customer opinion analysis: according to the type of opinion, product, date, time of occurrence and problem solvingSales RepresentativeAnd regional indicators to identify and analyze customer opinions within a certain period of time, point out which problems can be successfully solved, and which problems cannot, and analyze the reasons.
（2）Customer consultationAnalysis: analyze the customer consultation activities in a certain period according to the customer consultation products, services, departments accepting the consultation and the time of occurrence and resolution of the consultation, and track the implementation of these suggestions.
(3) Customer contact evaluation: evaluate the number of customers actively contacted by each department in a certain period according to the enterprise department, product and time period, and understand whether customers receive more than oneOrganizational unitFor more information.
（4）Customer satisfactionAnalysis and evaluation: identify 20% satisfied customers and 20% dissatisfied customers in a certain period according to products and regions, and describe the characteristics of these customers.
In order to understand the potential trends and salesdata modelWith a clear understanding, it is necessary to have a comprehensive observation of the whole marketing process.
