客户价值管理Customer value management

1、customer value managementnovember, 2002from anywhere to anyonejanet leblancdirector, canada postfrom anywhere to anyoneintroduction to customer value managementpresentation objectivesdefine customer value management (cvm),understand the difference between customer value and customer satisfaction,des

2、cribe key cvm concepts and tools, andcommunicate the importance of measuring quality in the eyes of your clients.from anywhere to anyoneintroduction to customer value managementwhy invest in cvm?canada post will be a world leader in providing innovative physical and electronic delivery solutions, cr

3、eating value for our customers, employees and all canadiansfrom anywhere to anyoneintroduction to customer value managementwhat is customer value?qualitypricevaluesource: adapted from customer satisfaction in practice by the american productivity & quality center, 1998from anywhere to anyoneintroduc

4、tion to customer value managementsub-attributessub-attributesproductqualitycustomerservicemarketingsalesorder fulfillmentoverallqualityrelative pricecompetitivenessoverall valuesatisfactioncustomer value definedfrom anywhere to anyoneintroduction to customer value managementqualityattributesperforma

5、nce ratingimportance weightabcxyzproduct information5068advertising and promotion2067customer & consultation2096customized solutions1087100from anywhere to anyoneintroduction to customer value managementstage onestage twostage threestage fourminimum requirementscustomerfocuscustomerattitudescompetit

6、ive focus on targeted marketsconformance quality delivering what we promise meeting standardscustomer satisfaction providing what customers want responding to customer complaintscustomer loyalty retaining our customers getting them to recommend uscustomer value meeting critical needs of targeted cus

7、tomers outperforming competitors creating new, unique benefits21st century growth companysource: adapted from managing customer value by bradley t. gale, (new york, the free press, 1994)from anywhere to anyoneintroduction to customer value managementi cant get no (customer) satisfactionsatisfaction

8、in itself does not lead to customer loyaltypositive empirical relationship between value focus and link to market share where are leading-edge companies headed?satisfaction = satisfy existing customers bettervalue= improve your competitive position attract and retain targeted customersfrom anywhere

9、to anyoneintroduction to customer value managementsatisfactioncurrent servicethe entire customer relationshiplag indicatorlead indicatorcompany performancecompany vs. competitiontenuous link to business performanceproven relationship to business performancevaluefrom anywhere to anyoneintroduction to

10、 customer value managementinputscustomer value management councilexternal/internal data sourcesoutputs customer value tools and data competitive value proposition customer loyalty and market share analysisgoalto establish cvm as a core competence for the canada post group of companies.key measuremen

11、tscustomer loyalty market share profitabilitycustomer retentiondefinitioncustomer 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 anyoneintroducti

12、on to customer value managementideal customer valueprocess capabilitiesperformanceimprovementcustomer-centricfrom anywhere to anyoneintroduction to customer value management1.assess market opportunity2. conduct analysis3. commit to a value proposition4. measure and reward performancecustomer value m

13、anagementfrom anywhere to anyoneintroduction to customer value managementvalue analysis toolsvalue scorecardperformance scores weights for:dimension attributefiltowalterenvirbriteclarionaverage attrib. valuebenefitsproductchloroform removal10.010.02.010.02.06.812.0lead removal10.010.010.08.010.09.61

14、0.0taste8.010.08.06.06.07.69.0clogging8.02.010.04.08.06.425.0servicereliable supply 5.05.07.09.09.07.016.0technical spport2.01.03.01.07.02.814.0relationshiprelationship 7.09.05.05.09.07.014.0weighted benefit scores7.05.86.75.87.56.698.3costsselling pricecapital cost174030372530100.0other costs dispo

15、sibles cost1201605485130110100.0weighted cost scores13720084122155140-1.7value map for commercial filtration - baseenvirwalterfiltobriteclarion60801001201401601802002205. 66. 06. 46. 87. 27. 6performance price ($)highcostfilto value relative to average-25.0 -20.0 -15.0 -10.0 -5.0 0.0 5.0 10.0 15.0 2

16、0.0 25.0 30.0 chloroform removallead removaltastecloggingreliable supply technical spportrelationship capital costdisposibles costrelative value impacts - filto vs. averagedifferential worth of performance advantages and disadvantagesdimensionattributefiltowalterenvirbriteclarionaveragebenefitsproductchloroform removal2222-3422-340lead removal222-920taste2132-8-80clogging23-6453-35230servicereliable supply -19-19019190technical spport-7-152-15340rela