With the advent of the online customer era, the entire society has entered an era of micro-profits. The distance between enterprises and customers has shortened, and customers’ behavior patterns and values have undergone great changes. More and more companies have begun to implement value management for online customers. The goal of online customer value management is consistent with the overall direction of the company’s strategic goals. Its core is to improve customer satisfaction and achieve customer loyalty, thereby creating more profits for the company. The goals of online customer value management also include four aspects.
The focus of the company should be on optimizing customer experience and improving customer satisfaction in order to seek competitive advantages and maximize corporate profits. On the basis of establishing relationships with customers, continuously evaluate their value, tap valuable customers, improve the satisfaction of existing customers, treat customers of different values differently, and achieve the optimal allocation of corporate resources. Through the management of online customer value, enterprises continue to strengthen their understanding of the organization itself and its services, seek new differentiated competitive advantages, innovate products and services, and meet the personalized needs of customers. Enterprises should create a culture of rapid response to customers to win customer loyalty and a high customer retention rate. Of course, the goals of online customer value management are different for different companies, and specific analysis must be carried out. Enterprises should ensure the hierarchy and decomposability of online customer value management goals, and each functional department of the enterprise should also be able to decompose its own goals.