With the increasingly fierce competition among enterprises, consumers have greater initiative in the transaction process, and consumer demand is also increasingly showing trends of diversification, complexity and personalization. In the online field, consumers’ purchasing choices determine the fate of enterprises. In the fierce online market competition, if enterprises want to survive and develop, they must try to attract online populations as much as possible, make them their customers, and try their best to establish long-term and good relationships with them.
The main problem solved by customer identification is to help enterprises determine which customers are important and which customers have the most potential. With the growing development of e-commerce today, the entire e-commerce industry is surging and the market is changing rapidly. Enterprises need to accurately grasp customers, understand customer needs and provide products and services required by customers, which puts higher requirements on the research of online customer identification.
Customer identification in the online field is a concept that has emerged in recent years. It is essentially different from customer segmentation and customer selection in traditional marketing theory. Customer identification is to establish a customer database based on the personality characteristics and purchase records of a large number of customers through a series of technical means, and determine customers that are meaningful to the enterprise in advance as the implementation object of enterprise customer relationship management, so as to provide guarantee for the successful implementation of customer relationship management for enterprises.
In the online field, the Internet, with its unique “interactive” characteristics, can better provide the conditions for customer identification. Simply put, the premise of customer identification is to have a large amount of customer information and data, and in the Internet field, enterprises have a large amount of customer data. Only when the customer base is large enough can customer identification be carried out. When the customer base is small, customer management work does not have scale advantages and the benefit-cost ratio is low. Customer relationship management requires the enterprise to be built with “customer-centric”, but not every customer is God, not all customers can bring benefits to the enterprise, and not all customers are what the enterprise should strive for or can strive for.
Instead of spending a lot of energy and cost to chase every customer, it is better to wisely identify customers in advance, locate customer groups, and then dig out high-value, high-potential high-quality customers at low cost and high efficiency, and establish good customer relationships through reasonable customer development strategies.
Therefore, customer identification refers to identifying customers who are meaningful to the enterprise from the customer groups in the target market when the target market has been determined, as the object of the enterprise’s implementation of customer relationship management. It is one of the core contents of customer relationship management and directly affects whether the enterprise can successfully implement CRM.