客户价值分析.pptx

客户价值分析CUSTOMERVALUEANALYSIS主讲人Thelecturer:江姗姗ShanshanJiang

01客户价值分析的意义Thesignificanceofcustomervalueanalysis1.从客户价值的方面来看，不同的客户能够为企业提供的价值是不同的，企业要知道哪些是企业最有价值的客户，哪些是企业的忠诚客户，哪些是企业的潜在客户，哪些客户的成长性最好，哪些客户最容易流失，企业就必须对自己的客户进行细分。1.Intermsofcustomervalue,differentcustomerscanbringvariedvaluestoenterprises.Enterprisesmustknowwhichcustomersaremostvaluable,loyal,potential,attherapidgrowth,ormostlikelytolose.Thusenterprisesmustsegmenttheircustomers.2.从企业的资源和能力的角度来看，如何对不同的客户进行有限资源的优化应用是每个企业都必须考虑的，所以在对客户管理时非常有必要对客户进行统计、分析和细分。只有这样，企业才能根据客户的不同特点进行有针对性的营销，赢得、扩大和保持高价值的客户群，吸引和培养潜力较大的客户群。Intermsofenterpriseresourcesandcapabilities,everyenterprisemustconsiderhowtooptimizetheapplicationoflimitedresources,accordingtodifferentcustomers.Itisamustforacompanytomakestatistics,analysisandsegmentationofcustomerswhilemanagingcustomers.Onlyinthiswaycanenterprisescarryouttargetedmarketinginlinewithdifferentcharacteristicsofcustomers,win,expandandmaintainhigh-valuecustomergroups,andattractandcultivatepotentialcustomers.

最近一次消费时间（R）Recency(R)12消费频率（F）Frequency(F)3消费金额（M）Monetary(M)02客户价值分析指标Customervalueanalysisindexes

RFM模型RFMModelR（Recency）最近一次消费的时间LastconsumptiontimeR值越大容易流失ThelargertheR-valueis,themoreeasilythecustomerlosewillbe.R值越小容易成交ThesmallertheR-valueis,themorelikelythetransactiondealwillbemade.F（Frequency）指消费频率ConsumptionfrequencyF值越大粘性越大ThebiggertheF-valueis,thestrongerthestickinesswillbe,F值越小粘性越小ThelargerF-valueis,theweakerthestickinesswillbe.M（Monetary）指消费金额ConsumptionamountM值越大购买力高ThegreaterM-valueis,thestrongertheirpurchasepowerwillbe.M值越小购买力低ThegreaterM-valueis,theweakerthepurchasepowerwillbe.RFM模型RFMModel

?RFM重要保持keycustomerstomaintain√√√重要发展keycustomerstodevelop√××重要价值high-valuecustomers√×√重要挽留keycustomerstoretain×√√一般重要slightlyimportantcustomers√√×一般客户commoncustomers××√一般挽留commonc