The advent of the online customer era has brought unprecedented opportunities and challenges to enterprises. The huge online customer resources on the Internet are an important resource for enterprises to gain competitive advantages in the future. The management of online customer value is bound to become the core task of enterprises in the future. The management of online customer value has the following three main effects on the development of enterprises.
(1) Online customer value management can create a steady stream of profits for enterprises. The huge online customer resources are the source of future enterprise value. Managing the relationship with online customers will create a steady stream of profits for enterprises. By analyzing customer information, we can identify high-value customer groups that are worth investing in, and formulate corresponding strategies based on this information. Enterprise resources are limited. There is a 20/80 principle in management, that is, 20% of customers bring 80% of profits to the enterprise. Loyal, long-lasting and stable customer groups become the most valuable resources of enterprises. The key to enterprise management activities is to strive to retain customers, meet the personalized needs of customers in the context of the online customer era, and establish a stable two-way communication interactive relationship with online customers based on mutual trust. Achieve customer loyalty and meet customers’ changing needs at any time.
(2) Integrate online customer resources to provide customers with faster, more thoughtful and high-quality services, improve customer satisfaction, and attract and retain more high-quality customers. A research report by Harvard Business Review pointed out that one satisfied customer will bring eight potential businesses, of which at least one will be a deal; one dissatisfied customer will affect the purchase intention of 25 customers. The cost of winning one new customer is five times that of retaining an old customer. Therefore, how to satisfy customers and make them loyal customers is the core issue of corporate profitability. In the era of online customers, customer needs are more personalized and more changeable. Enterprises are facing rapid product and service upgrades. If they cannot keep up with customer needs, they will lose customers. Online customer value management is to comprehensively integrate online customer information and understand their needs. It runs through all management activities at all levels of the enterprise, so as to provide customers with faster, more thoughtful and high-quality services. No matter what channel the customer uses to contact the enterprise, all departments of the enterprise know the customer’s target, purchasing habits, payment preferences and favorite products. With customer information in hand, the enterprise can maximize its profits by treating different customers differently.
(3) Reduce the operating costs of the enterprise and the transaction costs of customers. After implementing online customer value management, the enterprise will have a better understanding of customer needs and itself, thereby realizing the integration of enterprise resources, standardization of enterprise management processes, enhancement of enterprise employees’ customer service awareness, and improvement of enterprise innovation capabilities. These will greatly improve the operational efficiency of the enterprise, reduce the operating costs of the enterprise, and expand the profit space of the enterprise.