契约型关系下企业顾客资产测量与提升:来自保险业的应用研究

Measurement and Promotion of Customer Equity of Enterprise under Contractual Relationship:Application in Insurance Industry

当顾客与企业存在契约关系时,契约期内与契约关系结束后顾客行为特征存在差异,这就意味着在评估单一顾客的终身价值时,需要分别测算契约期内和之后的顾客价值,即当前和潜在价值然后加总。顾客当前价值可根据历史数据进行测算,顾客潜在价值可以通过logit回归分析预测出单一顾客的维系率然后进行评估,进而实现对契约型关系下企业顾客终身价值和顾客资产的测量。研究结果表明,该测量方法在保险业具有很好的适用性和可操作性。同时,以顾客当前价值和潜在价值为细分标准的顾客细分方法也非常有利于顾客资产提升策略的制定。

The different characteristics of customer behaviors between contractual relationship peri- od and the end of contractual relationship determine that we must measure customer lifetime val- ue from two aspects： customer current value and potential value. Customer current value can be measured with historical data. The difficulty of customer potential value measurement is the measurement of customer retention rate. Through the identification of influencing factors of cus- tomer retention rate, we can use Iogit regression to calculate the retention rate of any customer, thus realize the customer equity measurement of enterprise under contractual relationship. The application results of insurance industry show that this measurement method has strong operabili- ty and high accuracy. On this basis, take customer current value and potential value for subdivi- sion dimensions to do customer segmentation and according to the customer segmentation re- suits we can put forward the corresponding customer equity promotion strategy.