基于CLV及客户满意度的客户细分

Customer segmentation based on CLV and customer satisfaction

客户细分是客户关系管理研究的重要内容之一,目前已有许多研究分别基于客户终生价值(CLV)及客户满意度为细分变量对客户进行细分,但尚未有研究将二者联系起来对客户进行分析。首先,阐述了将CLV及顾客满意度作为细分变量的依据,然后,构建了基于CLV及顾客满意度的客户细分模式,并依据模型提出了企业价值提升策略。

Customer segmentation is the important part of Customer Relationship Management. Previous literature have discuss Customer Lifetime Value （CLV） or Customer Satisfaction as the base of customer segmentation respectively. But few reviews have combined them to segment customer. Firstly, this paper elaborates why we use the two things as variable of customer segmentation. Secondly, this paper constructs the segmentation model combining CLV and customer satisfaction. Finally, this paper proposes several customer value promotion measures based on the model.