数据洞察和数据分析_利用数据洞察力提高客户保留率

最新推荐文章于 2024-08-20 01:00:00 发布

李_涛

最新推荐文章于 2024-08-20 01:00:00 发布

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文章标签： python 大数据数据分析人工智能机器学习

原文链接：https://medium.com/swlh/using-data-insights-to-increase-customer-retention-bd5ada0bde92

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数据洞察和数据分析

首先，让我们知道客户保留率是多少？ (First of all, let us know what customer retention is?)

It represents the number of customers who continue purchasing from a company after their first purchase in simple language.

它代表首次使用简单语言购买后继续从公司购买产品的客户数量。

So, of course, the customer retention rates should be higher, as, in this highly competitive environment, it is a bit hard to gain new customers. So one might not want the customers to leave and go to some other company for their product or service. Customer retention is a cost-effective manner to make more money for businesses.

因此，当然，客户保留率应该更高，因为在这种竞争激烈的环境中，争取新客户有点困难。因此，人们可能不希望客户离开而去其他公司购买产品或服务。客户保留是一种为企业赚钱的经济有效的方式。

For that, the companies will have to provide exceptional services and products which keep the current customers loyal and even get them to promote the business brand to others. That’s why most companies are paying massive amounts of money to the consulting companies to analyze their data and show them correct strategies to follow for customer retention.

为此，公司将必须提供卓越的服务和产品，以保持当前客户的忠诚度，甚至使他们将商业品牌推广给他人。这就是为什么大多数公司都向咨询公司支付巨额资金来分析其数据，并向其显示正确的策略以保持客户的意愿。

In fact, as per McKinsey’s statement in 2014, the executive teams which make extensive use of customer data analytics across decisions observe a 126% profit improvement over companies that don’t.

实际上，根据麦肯锡2014年的声明，在决策中广泛使用客户数据分析的高管团队发现，与没有这样做的公司相比，他们的利润提高了126％。

您认为这些咨询公司做什么，对所有业务都有很大帮助？ (What do you think these consulting companies do, which helps all the businesses so much?)

Machine learning is the answer.

机器学习就是答案。

Machine learning does analytics on past customer data to predict future customer behavior. And when talking about past data, it can be anything like basic customer demographics, email/call history, purchase history, etc. What Machine Learning does is draws out correlations and patterns from the data which can be used to make predictions. And for all these machine algorithms to run, the consulting companies require all the client data to make accurate analytics and predictions and give out perfect data insights as a result.

机器学习会对过去的客户数据进行分析，以预测未来的客户行为。在谈论过去的数据时，它可以是基本的客户人口统计信息，电子邮件/呼叫历史记录，购买历史记录等。机器学习的作用是从数据中提取出相关性和模式，以用于进行预测。为了运行所有这些机器算法，咨询公司需要所有客户数据来进行准确的分析和预测，从而给出完美的数据见解。

Image for post — Photo by Markus Winkler on Unsplash

One of the methods which are also common in the market, along with the machine learning algorithms, is text analytics. So the free-text responses to the open-ended survey questions asked by the businesses can be analyzed. This is also known as sentiment analysis. And most of the customer pain points can be spotted through it as we know that there are lesser good reviews as compared to the bad reviews. As when a product turns out to be fair, people might or might not write about it, but if it turns out bad, they will write about it on social media and the review page. That’s when sentiment analysis can help to show us what the customers are expecting from the business and how they are facing difficulties or problems. For this sentiment analysis, machine learning algorithms are used, too, along with Natural Language Processing.

文本分析是与机器学习算法一起在市场上普遍使用的一种方法。因此，可以分析对企业提出的开放式调查问题的自由文本回复。这也称为情绪分析 。通过它可以发现大多数客户的痛点，因为我们知道与差评相比，好的评论要少一些。当产品被证明是公平的时，人们可能会或可能不会写关于它的信息，但是如果结果很差，他们会在社交媒体和评论页面上写关于它的信息。到那时，情绪分析可以帮助我们向客户展示客户对企业的期望以及他们如何面对困难或问题。对于这种情感分析，还使用了机器学习算法以及自然语言处理。

Besides, the businesses followed other strategies to get correct data insights for customer retention purposes. Competitor analysis is one of them. Companies need to analyze their competitor’s marketing strategies online and look at what people are discussing on social media regarding the different brands. So the keywords can be picked up, and then maybe they can find out some message that they need to counteract.

此外，企业遵循其他策略来获取正确的数据见解，以保留客户。 竞争对手分析就是其中之一。公司需要在线分析竞争对手的营销策略，并查看人们在社交媒体上讨论的有关不同品牌的内容。因此，可以选择关键字，然后他们可能会发现一些需要抵消的消息。

Loyalty programs are another primary strategy that companies have started using for customer retention.

忠诚度计划是公司开始用于保留客户的另一个主要策略。

As stated by Oracle Responsys, whenever a business institutes a loyalty program, then they not only improve the customer appreciation but also increase the chances of existing clients sharing the joy with the people close to them.

如Oracle Responsys所述，每当企业制定忠诚度计划时，它们不仅可以提高客户的欣赏度，而且还可以增加现有客户与亲朋好友分享喜悦的机会。

专注于客户保留有几个优点。 (There are several advantages to focusing on customer retention.)

As per the Harvard Business Review, acquiring new customers for your business is between 5 to 25 times costlier than retaining an existing customer. And just by increasing the customer retention rate by 5%, the business can increase profits by 25% to 95%. Then the companies can reduce the costs of acquiring new customers. When the businesses keep the existing customers with them for long, it allows for more sustainable growth.

根据《哈佛商业评论》，为您的企业争取新客户的成本是保留现有客户成本的5到25倍。仅通过将客户保留率提高5％，企业就可以将利润提高25％至95％。这样，公司就可以降低获取新客户的成本。当企业长时间与现有客户保持联系时，它可以实现更可持续的增长。