Online customer relationship management is a collection of a series of management activities of cross-border e-commerce enterprises in the context of the online customer era. It is a systematic project.
(1) Establishing online customer relationships. Establishing online customer relationships mainly refers to the establishment of relationships between enterprises and customers through the Internet. It generally requires three links: identification, selection and development of online customers. First, it is necessary to identify the value of those customers to the enterprise; second, it is the customer selection link, where the enterprise determines which customers may be valuable to the enterprise, that is, it is necessary to determine which target customers to establish relationships with; third, it is the customer development link, that is, how the enterprise establishes relationships with online customers, how to attract customers and develop customers.
(2) Online customer information management. Online customer information management is the basis for implementing online customer value management. Information is the basis for business decision-making. If the value of online customers is to be managed, it is necessary to fully grasp the information of customers and understand customers as well as its own products and services. If the enterprise does not have complete and accurate information on online customers, it will make mistakes in judgment and make deviations in decision-making. If the enterprise cannot formulate correct business strategies and policies, it may lose the online customer relationships that have been established with great difficulty.
(3) Online customer value evaluation. Different customers bring different values to the enterprise, and customers of different values also have different needs. Enterprises must allocate different resources according to the different values of customers and formulate business strategies according to the needs of customers. Online customer value evaluation mainly refers to the qualitative and quantitative measurement of customer value, using scientific methods and tools to measure the actual value and potential value of customers, so as to provide decision support for enterprises. The evaluation methods and models of online customer value will be introduced in detail in the later chapters of this book.
(4) Online customer classification management. Online customer classification management refers to the implementation of different management strategies for customer groups of different values based on the evaluation results of their value. After evaluating the value of online customers, enterprises should classify customers, formulate their own resource allocation strategies and market strategies, and treat customers of different values differently. For example, for ordinary customers with potential, enterprises can improve their contribution by leading, creating, and increasing their needs.
(5) Improvement of online customer value. In specific management activities, fully communicate and interact with online customers to improve online customer satisfaction and finally achieve online customer loyalty, thereby creating greater value for the enterprise.
(6) Termination and retention of online customer relationships. In the process of online customer value management, some customers will churn. Enterprises need to analyze the reasons for customer churn, measure the customer’s value and possibility of recovery, and implement recovery strategies. For those online customers who have no retention value and possibility, there is no need to pay too much attention. For some key customers, implementing recovery strategies can reduce the company’s losses.