考虑顾客效用下的交叉销售服务决策

Cross-Selling Service Decision with Customer Utility Consideration

摘要: 为获取更多收益，企业会在客服中心开展基础服务后增加交叉销售服务。然而开展交叉销售服务会造成顾客等待时间增加，进而导致顾客流失，造成基础收益的下降。因此，开展交叉销售服务的策略设置需要进一步探讨。本文基于顾客效用，从开展比例及开展时机角度出发，构建了交叉销售比例及交叉销售阈值影响下的多服务台排队模型，并通过生灭过程推导出性能指标。基于此，进一步构建效益指标，以获得最优交叉销售策略。研究表明，比例及阈值策略可以提高企业客服中心性能，并获得更多收益。本文的研究为企业开展交叉销售服务提供了理论依据以及指导意见。

Abstract: To secure greater profits, enterprises often introduce cross-selling services after providing basic services at their customer service centers. However, the implementation of cross-selling services can lead to longer customer waiting times, which may subsequently cause customers to balk, resulting in a decline in basic revenue. Hence, the strategies for implementing cross-selling services need further exploration. Based on customer utility, this paper constructs a multi-server queuing model influenced by cross-selling proportions and thresholds, considering both the proportion and timing of implementation, and performance metrics are derived through the birth-death process. Based on these, benefit metrics are further established to obtain the optimal cross-selling strategy. Research indicates that proportion and threshold strategies can enhance the performance of enterprise’s customer service centers and generate more profits. This study offers theoretical support and practical guidance for enterprises to implement cross-selling services.