中国铁路95306网客户关系管理探讨

A Study on Customer Relationship Management of China Railway 95306.net

铁路客户关系管理是根据铁路大数据来分析铁路客户运输行为,评估客户对铁路的价值,从而为客户量身定制运输产品与运力配置。阐述中国铁路95306网客户关系管理需求和目标,提出铁路客户关系管理架构,从客户价值评价指标体系构建、客户评级积分管理及客户服务标准制定3个方面,探讨中国铁路95306网客户关系管理对策,为铁路货运客户细分差异化营销和服务提供支持。

Based on the big data in railways,railway customer relationship management is to analyze the transport behavior of railway customers and evaluate the value of customers to the railway to provide customized transport products and capacity allocation.With an overview of the customer relationship management requirements and objectives of 95306.net of China Railway,this paper has put forward the railway customer relationship management framework.To provide supporting evidence for differentiated marketing and service for railway freight customers,this paper also puts forward the management strategies from three aspects including establishing the evaluation index system of customer value,managing rating points of customers,and developing customer service standards.