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Creating Customer Value Satisfaction and Loyalty 創造顧客價值/滿意度/忠誠度…
Creating Customer Value
Satisfaction and Loyalty
創造顧客價值/滿意度/忠誠度
Customer Value
顧客價值
(2)重要性Building CV:在與顧客接觸的過程中皆CV
get,keep,grow，沒有顧客就沒有企業
→最大化顧客價值!!!!
(1)定義:CPV(Customer Perceived Value)
=Total customer benefits-Total customer costs
Customer Benefis(Value)
products
service
personnel
image
customer costs
Monetary Cost
Time Cost
Energy Cost
Psychological Cost
(3)顧客選擇購買「被認為能夠提供最高的顧客價值」的產品
Customer Satisfaction
顧客滿意度
1.定義:跟emotion/feeling相關,emotional bonds w/ brand&company
2.方式:公司應該創造"branded customer experience"through customer encounters
3.追蹤方法:
(1)Monitor "Customer Loss(defection) Rate"
(2)use"mystery shoppers":了解strong&weak in 公司&競爭者
(3)Monitor their competitor's performance
Customer Complaints
客訴
容易:set up 24 hr free hotline
聯絡要快:contact quickly
負責任:accept responsibility
不責備:never blame, always learn from customer
同理心:empathetic
處理要快要好resolve promptly and to the customer's satisfication
真心在意:let them feel you really care
打從心底感激thank from bottom of your heart
Customer Royalty顧客忠誠度
定義
CV&satisfaction leads to 忠誠度
deeply held commitment to re-buy or re-patronize a preferrend product or service in the future despite situational influences and marketing efforts
建立忠誠度
1.interact with customers
2.develop loyalty programs
FPs(frequency programs):集點
club membership programs會員制
3.creat institutional ties
Customer Data base
Data Mining挖掘
use the data運用
1.identify prospects
2.decide which customer should receive a particular offer
3.deepen customer loyalty
4.reactive customer purchases
5.avoid serious customer mistakes
downside database&CRM缺點
1.跨國的
2.隱私考量
3.資訊取得成本
4.CRM在每個顧客接觸點、包含顧客與員工互動、顧客與科技互動都需平衡且一致
定義
(1)organized collection
(2)current, accessible,actionable
(3)comprehensive info.
(4)購買行為可顯示人口/收入/家庭成員/心理/媒體info.
Customer Lifetime Value
顧客終生價值
80/20法則、customer profitability
customer profitability analysis
ABC(Activity-Based Costing)
Platinum customer:最有利可圖
gold customer:可再往上提升
Iron customer:低獲利但可想要的顧客
Lead customer:不有利也不想要的顧客
measureing CLV=顧客一生購買價值的未來利益的NPV
product and service quality
犧牲品質會流失顧客
product
service
CRM顧客關係管理
定義:長期為主的滿足顧客需求，從小處就個人化
carefully managing detailed info. about customers & all touch points to maxmize Customer royalyty
Customer Touch Point
顧客接觸點
purchase/transactions
sales/service employee contacts
servicescape/ equipment/facilities
support calls
website visits
satisfaction surveys
Personalized Marketing
Permission Market允許式行銷
不打擾客戶的，要尊重其想法
One to one Marketing
進一步客製化，辨認誰是你的客戶
Customer Retain
留住顧客
Reduce customer churn降低流失率
重要性
找到新顧客比起留住舊顧客需要5倍成本
公司平均每年流失10%客戶
降低5%流失率可謂公司帶來25-85%的利潤
獲利率增加有時是要看留住的顧客有多少
customer profit rate tends to increase over the life of the retained customers
manage customer base
管理客戶群
1.reduce the rate of customer defection
降低顧客流失率
2.Increase the longevity of the customer relationship
增加關係的長度
3.enhance the growth potential of each customer
加強顧客的成長可能性
5.Focus disproportionate effort on high-profit customers
對他們不成比例的超好!!!
4.make low-profit customer more profitable(or fire them)
強化低獲利的獲利空間