Knowledge-Based Customer Equity Management Model

Abstract

As a brand-new management philosophy, the theory of Customer Equity management is yet to be improved. Both its theories and practice need simple, practical and elastic management models and tools to guide the enterprise in their operations and management of Customer Equity. Because of the development and maturity of information technology and the increasing significance of customer knowledge, the thesis has integrated concepts of Customer Relationship Management(CRM) and Customer Knowledge Management(CKM), analyzed the significance of customer knowledge in CRM and pointed out it is necessary to introduce advanced knowledge discovery technologies into the Customer Equity management so as to study the characteristics of customers' behaviors and trend of Equity change, analyze of Voice of Customer(VOC), finalize product/service planning, and conduct precise marketing. Based on this, the thesis puts forward the model of knowledge-based Customer Equity management. At the same time, it establishes the framework of knowledge-based Customer Equity management by following the systematic, dynamic and operable principles. The management model supports the knowledge-based competitive advantages, highlights the exploration and application of customer knowledge, and guides enterprises to finalize the task of Customer Equity analysis and value upgrading. Its essence is innovation, using the customer knowledge to improve the customer satisfaction/loyalty and creating the customer values.