Research on Identification Method of Key Customer Based on CRM

Abstract

The thesis first defined the conception of key customer, then set up key customer identification method based on customer value, customer loyalty degree and customer polymerization degree. The method adopted the analytic hierarchy process method to determine the weight of each index. The key customer is classified into three kinds, which include not only single key customers, but also the polymerization consisting of many small and medium-sized customers. The validity of the method was proved with practical example of a power supply enterprise. The result of identificaton can classify customers and provide the basis to constitute marketing strategy.