| 摘要 |
CCRM is a business method and computer software system, to be used by Enterprises selling portfolios of products/services, aiming to optimize the expected value of transactions (or contracts) with consumers or business customers. At a transaction level, CCRM estimates the probability of choice of potential offers by the customer. These offers may be presented alone with possible variation of their attributes (such as price), or in combinations/sets, or in sequences. CCRM calculates the probability of consequent conversion and realization of the sale. Probabilities of choice and conversion are forecasted based on a disaggregated customer choice model, taking into account customer characteristics and stated preferences as well as product/service attributes such as price. Offers are then scored and ranked by expected value based on their revenue, cost and choice probability. Finally, CCRM recommends which offer(s) to present to the customer, at which price(s) and in which display/sequence order, to maximize a business objective function such as the expected value of the transaction/contract. |
