What Are the Different Types of Customer Research?

Customer analysis is to understand customer needs based on various information and data about customers, analyze customer characteristics, and evaluate customer value, so as to formulate corresponding marketing strategies and resource allocation plans for customers.

Customer Analysis

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Customer analysis is to understand customer needs based on various information and data about customers, analyze customer characteristics, and evaluate

"Understanding consumers is the basis for forming marketing strategies. Consumers' response to marketing strategies determines the success or failure of an enterprise." Effective

At present, the analysis of customers in Chinese enterprises is still lacking. The analysis methods are relatively simple, and the methods are not systematic and complete. And simple

Specifically, customer analysis in customer relationship management (CRM) can include the following six aspects

Customer Analysis Business Behavior Analysis

Business behavior analysis analyzes the customer's comprehensive utilization status through data on the customer's funds distribution, traffic conditions, historical records, and so on. mainly include:

1) Product distribution: Analyze the quantity of different types of products purchased by customers in different regions and at different times to obtain the status of the current marketing system, market conditions in each region, and the operation of customers.

2) Consumer retention analysis: By analyzing detailed transaction data, subdivide the customers that the enterprise wishes to maintain, and publish these customer lists to various branches to ensure that these customers can enjoy the best services and benefits. The breakdown criteria can be indicators such as the number of transactions per unit time, the transaction amount, and the settlement cycle.

3) Consumer loss rate analysis: By analyzing detailed transaction data to determine whether the customer is ready to end the business relationship or is turning to another competitor. The purpose is to evaluate those customers who have been identified as having closed the transaction and find out why they have closed the transaction process.

4) Upgrade / cross-selling analysis: classify customers who are about to end the trading cycle or have good loan credit, or customers with other needs, so that companies can identify different target audiences.

Customer analysis

1) Analysis of customer behavior habits: Identify customer value based on customer purchase records, which is mainly used to classify customers based on value.

2) Analysis of customer product opinions: Determine the customer's acceptance of new things according to the different opinions of different customers on various products and the different attitudes when various new products or services are launched.

Customer analysis Customer loyalty analysis

Customer loyalty is based on the comprehensive evaluation of the trust in the company, the frequency of transactions, the effectiveness of the service, the degree of satisfaction, and the possibility of continuing to receive services from the same company, which can be quantified according to specific indicators. Keeping old customers is more economical than seeking new customers. Maintaining constant communication and long-term contact with customers, maintaining and strengthening the emotional bonds of consumers is a new means of competition among enterprises. And the competition to consolidate this kind of customer loyalty is hidden, and competitors do not see any change in strategy.

Customer analysisCustomer attention analysis

1) Analysis of customer opinions: Identify and analyze customer opinions within a certain period of time based on the types of opinions, customer products, dates, time when problems occurred and resolved, sales representatives, and regions, and identify which problems can be successfully resolved And what problems can't, analyze their causes.

2) Customer consultation analysis: Analyze customer consultation activities within a certain period of time, and track the implementation of these recommendations based on the customer consultation products, services, and departments that receive consultations, and the time when consultations occur and resolve.

3) Customer contact evaluation: Evaluate the number of customers actively contacted by each department in a certain period according to the enterprise department, product, and time zone, and understand whether the customer receives various information from multiple organizational units every week.

4) Analysis and evaluation of customer satisfaction: Identify 20% of customers who are satisfied and 20% of customers who are dissatisfied within a certain period of time based on products and regions, and describe the characteristics of these customers.

Customer AnalysisCustomer Marketing Analysis

In order to have a clearer understanding of potential trends and sales data models, a comprehensive observation of the entire marketing process is required.

Customer analysisCustomer profitability analysis

By analyzing the costs and benefits of each customer, you can determine which customers bring profits to the enterprise.

In CRM, a company's production, marketing, services, and markets are all about customers. Customer analysis will become the key to the successful implementation of CRM, helping companies to maximize customer satisfaction, while also reducing the company's operating costs and improving its operating efficiency. Next, this chapter analyzes and discusses customer-related information from the three aspects of customer identification, customer interaction, and customer knowledge that are closely related to the implementation of CRM strategy. Finally, it evaluates the implementation of CRM from the perspective of customer relationship management capabilities effect.