The Internet world is changing rapidly, and new technologies and new ideas are constantly impacting the old online mechanisms. This requires companies to have a high degree of sensitivity to the market and consumer needs. In this situation, whoever can capture customers and whoever has a large proportion of high-quality customers will win in the competition. What is a high-quality customer and how to select and market them in the competition is a topic that keeps pace with the times and the world. The optimal condition analysis method of Western economics states that 80% of the profits in the Internet field are contributed by 20% of customers. These 20% of customers are the so-called high-quality customers. After effectively identifying customers, screening out high-quality customers is the next step. The basic screening criteria are as follows:
(1) The main characteristics of potential “high-quality online customers”.
Here we first need to define high-quality customers. High-quality customers refer to customers with good quality and great contribution to the company. The long-term income they bring to the company should exceed the acceptable cost of the company’s long-term attraction, sales and service of these customers. The conditions for high-quality customers are as follows: strong purchasing power, large demand for products and services; low sensitivity to price, timely payment, good corporate reputation; low relative proportion of customer service costs; high loyalty, and willingness to establish a long-term trading relationship with the company.
(2) The main characteristics of potential “poor-quality online customers”.
On the contrary, poor-quality customers refer to those who only purchase a part of the products or services from the company, but have many requirements and cost the company a high service fee; they are dishonest, bring bad debts, dead debts and lawsuits to the company, and bring negative benefits to the company; they make the company do things it is not good at or does not understand, distract the company’s attention, and make the company change its strategic direction.