Customer Asset Operation Research

Author: Zhang Guojun (Compiler)
Publisher:
Publish Date: 2006-09-06
Features: This book defines corporate loyalty and long-term stable customer relationships as the company's customer assets. With the advent of the customer-oriented era, the value of customer assets has been increasingly recognized and valued by businesses, becoming one of their most crucial strategic assets. The author starts from the essential characteristics of loyal customer relationships—the emotional dimension of customer relationships—and explores the operational issues of customer assets (customer relationships) from a theoretical perspective, catering to the experiential consumption needs of consumers in the experience economy. On the practical level, on one hand, it can help businesses recognize the necessity and importance of establishing genuine customer relationships from a strategic perspective and promote practical implementation at the organizational, institutional, and cultural levels to enhance customers' emotional attachment to the company and cultivate the affinity and trust in customer relationships. On the other hand, it encourages businesses to think operationally about how to acquire, maintain, and leverage customer assets (customer relationships) around emotional factors and provides actionable insights.