By establishing an online customer value evaluation system and model, we can achieve different treatments for customers of different values and create the greatest value for the enterprise. In the process of implementing the evaluation results into customer strategies, we should constantly revise the model according to the implementation effect, so as to find the best evaluation model suitable for the enterprise.
The comprehensive evaluation model of online customer value is mainly constructed by combining simple establishment analysis with comprehensive and systematic indicators using the analytic hierarchy process. The comprehensive evaluation model of online customer value can comprehensively consider various factors and use a more comprehensive evaluation system to measure customer value.
Considering the online customer life cycle value from the time dimension, we can use the current value and potential value of customers to establish a comprehensive evaluation model of online customer value. The current value uses gross profit and service cost as the measurement indicators, and the potential value uses customer loyalty as the evaluation indicator. This is an example of a customer value evaluation system constructed from current value and potential value.
In addition, another key issue to be solved in the application process is how to determine the weights of indicators at each level. This depends largely on the direct experience of business managers, but a more scientific weight determination method has been given in the analytic hierarchy process. In addition, mathematical regression and other methods can also be used to calculate based on the company’s own database.
To summarize, the following points should be noted when using the comprehensive evaluation method of online customer value:
(1) The design of the evaluation system must be reasonable and meet the actual needs of the company and the characteristics of the e-commerce environment.
(2) Each evaluation indicator must be observable and subjective judgment should be minimized.
(3) Secondary indicators can be conducive to further segmentation of the market.