客户价值管理Customer value management.ppt

Customer Value Management November, 2002 From anywhere to anyone Janet LeBlanc Director, Canada Post From anywhere to anyone Introduction to Customer Value Management Presentation Objectives Define customer value management (CVM), Understand the difference between customer value and customer satisfaction, describe key CVM concepts and tools, and communicate the importance of measuring quality in the eyes of your clients. From anywhere to anyone Introduction to Customer Value ManagementWHY invest in CVM? Canada Post will be a world leader in providing innovative physical and electronic delivery solutions, creating value for our customers, employees and all Canadians From anywhere to anyone Introduction to Customer Value Management What is Customer Value? QualityPrice VALUE Source: Adapted from Customer Satisfaction in Practice by the American Productivity & Quality Center, 1998 From anywhere to anyone Introduction to Customer Value Management Customer Value Defined From anywhere to anyone Introduction to Customer Value Management Quality Attributes Performance Rating Importance Weight ABCXYZ Product Information 5068 Advertising and Promotion 2067 Customer & Consultation 2096 Customized Solutions 1087 100 From anywhere to anyone Introduction to Customer Value Management Stage OneStage TwoStage ThreeStage Four Minimum Requirements Customer Focus Customer Attitudes Competitive Focus on Targeted Markets Conformance Quality Delivering what we promise Meeting standards Customer Satisfaction Providing what customers want Responding to customer complaints Customer Loyalty Retaining our customers Getting them to recommend us Customer Value Meeting critical needs of targeted customers Outperforming competitors Creating new, unique benefits 21st Century Growth Company Source: Adapted from Managing Customer Value by Bradley T. Gale, (New York, The Free Press, 1994) From anywhere to anyone Introduction to Customer Value Management I cant get no (customer) satisfaction Satisfaction in itself does not lead to customer loyalty Positive empirical relationship between value focus and link to market share Where are leading-edge companies headed? Satisfaction = Satisfy Existing Customers Better Value = Improve Your Competitive Position Attract and Retain Targeted Customers From anywhere to anyone Introduction to Customer Value Management Satisfaction Current Service The Entire Customer Relationship Lag Indicator Lead Indicator Company Performance Company Vs. Competition Tenuous Link to Business Performance Proven Relationship to Business Performance Value From anywhere to anyone Introduction to Customer Value Management INPUTS Customer Value Management Council External/Internal Data Sources OUTPUTS Customer Value Tools and Data Competitive Value Proposition Customer Loyalty and Market Share Analysis GOAL To establish CVM as a core competence for the Canada Post Group of Companies. KEY MEASUREMENTS Customer Loyalty Market Share ProfitabilityCustomer Retention DEFINITION Customer Value Management is a process designed to develop and execute value-based strategies which impact marketing, strategic planning, competitive positioning, branding, pricing, and selling. From anywhere to anyone Introduction to Customer Value Management Ideal Customer Value Process Capabilities Performance Improvement CUSTOMER-CENTRIC From anywhere to anyone Introduction to Customer Value Management 1.Assess Market Opportunity 2. Conduct Analysis 3. Commit to a Value Proposition 4. Measure and Reward Performance Cust