Fixed customer groups are customers that merchants select independently from the public sea customer pool of the customer channel. The number and size of customers are fixed, and customers in the customer group will not be updated as the customer group conditions change. Fixed customer group management is applicable to the operation of some fixed customer groups.
For high-end customer groups with high trust, large transaction volume, long cooperation cycle and stable cooperation form, it is necessary to focus on the reasonable matching and inclination of corporate marketing resources. In terms of customer service, regular customer return visits and timely responses to customer questions are required to maintain a stable transaction relationship. In this way, the basic quality and business proficiency of customer service personnel are very high. Enterprises should formulate personalized customer group management standards to optimize the customer service experience.
The segmentation of fixed customer groups generally includes three methods: customer value, demographic characteristics, and geographical region.
(1) Categorize customer groups according to customer value.
According to customer value, consider the customer’s average customer price and transaction volume within a certain period of time.
The average customer price refers to the average amount of product purchased by each buyer, that is, the average transaction amount. Transaction volume refers to the number of products traded between sellers and buyers. In a fixed customer base, the transaction volume indicator is relatively stable.
Based on the customer’s transaction behavior over a certain period of time, the company calculates the customer’s average customer unit price in the previous year, and distinguishes customer groups with different customer unit prices based on product classification standards to define high-value customers and general-value customers. It can also be further segmented based on customer purchase frequency and order amount to distinguish loyal customer groups from active customer groups.
(2) Classify customer groups according to demographic characteristics.
Classification according to demographic characteristics is the most commonly used method in customer management, including dimensions such as age, gender, occupation, and ethnicity.
(3) Classify customer groups according to geographical regions.
Region is a very critical factor in customer classification, including dimensions such as country, region, place of birth, and place of work.