Customer "Value – Action" Insight Analysis Methods and their Application

The ability to have an insight into customer "values and action" is the foundation for enhancing managerial decision-making effectiveness and customer relationship. From the perspective of customer value, this paper proposes the customer "value-action" insight analysis model based on data mining technology. The assessment of customer value, subdivision and cluster of the customers, action analysis and the mining of association rules, and other independent analysis unit will be logically linked into one unified model to provide knowledge of the subdivided customers. Finally, by using the value management of PHS customers as an example, the paper sets forth the main process of model application and marketing, which could help the enterprise to make the decision in order to improve the profit and customer satisfaction.