客户价值管理模式课件

1、Janet LeBlanc Director, Canada Post,1,PPT学习交流,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 clien

2、ts.,2,PPT学习交流,WHY 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,3,PPT学习交流,What is Customer Value?,Quality,Price,VALUE,Source: Adapted from Customer Satisfaction in Pr

3、actice by the American Productivity & Quality Center, 1998,4,PPT学习交流,Customer Value Defined,5,PPT学习交流,6,PPT学习交流,Stage One,Stage Two,Stage Three,Stage Four,Minimum Requirements,Customer Focus,Customer Attitudes,Competitive Focus on Targeted Markets,Conformance Quality Delivering what we promise Meeti

4、ng 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 Gr

5、owth Company,Source: Adapted from Managing Customer Value by Bradley T. Gale, (New York, The Free Press, 1994),7,PPT学习交流,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 a

6、re leading-edge companies headed?,Satisfaction = Satisfy Existing Customers Better,Value =,Improve Your Competitive Position Attract and Retain Targeted Customers,8,PPT学习交流,Satisfaction,Current Service,The Entire Customer Relationship,Lag Indicator,Lead Indicator,Company Performance,Company Vs. Comp

7、etition,Tenuous Link to Business Performance,Proven Relationship to Business Performance,VS,Value,9,PPT学习交流,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 e

8、stablish CVM as a core competence for the Canada Post Group of Companies.,KEY MEASUREMENTS Customer Loyalty Market Share Profitability Customer Retention,10,PPT学习交流,Ideal Customer Value,Process Capabilities,Performance Improvement,11,PPT学习交流,Assess Market Opportunity,2. Conduct Analysis,3. Commit to a Value Proposition,4. Measure and Reward Performance,Customer Value Management,12,PPT学习交流,Value Analysis Tools,Va