Economic and mathematical model of enterprise client base management

Abstract

Despite a fairly wide range of developed models for customer base management, the practice of implementing full-fledged customer base management models of the company is quite small. This is primarily due to the complexity and high cost of implementing a comprehensive model of managing the company’s customer base. The problem also lies in the limitations of the models themselves. Typically, the need to manage their company’s customer base arises in companies with a customer base of several thousand to millions of customers. In this case, the implementation of methods and approaches aimed at managing one client is not rational, and you need models adapted to work with groups of clients. An important limitation in existing research are the parameters of clustering the client base. Most authors suggest that the number of purchases and the age of the last purchase by the customer be considered as a criterion for division into groups of customers. This does not take into account such parameters of customer purchasing behavior as the amount of purchases, the value of the customer to the company and the time of interaction between the customer and the company.