客户价值管理模式(1).pptx

《客户价值管理模式(1).pptx》由会员分享，可在线阅读，更多相关《客户价值管理模式(1).pptx（11页珍藏版）》请在得力文库 - 分享文档赚钱的网站上搜索。

1、Customer Value ManagementNovember, 2002Introduction to Customer Value ManagementPrice Performance ProfilePerformance Scores Weights for:DimensionAttributeFiltroWalterEnvirBriteClarionAverage Attrib. ValueBenefitsProductChloroform Removal10.010.02.010.02.06.812.0Lead Removal10.010.010.08.010.09.610.0

2、Taste8.010.08.06.06.07.69.0Clogging8.02.010.04.08.06.425.0ServiceReliable supply 5.05.07.09.09.07.016.0Technical support2.01.03.01.07.02.814.0Relationship Relationship 7.09.05.05.09.07.014.0Weighted benefit scores7.05.86.75.87.56.698.3CostsSelling price Capital cost174030372530100.0Other costs Dispo

3、sibles cost1201605485130110100.0Weighted cost scores13720084122155140-1.7Slope of fair value line58.5032Introduction to Customer Value ManagementValue MapValue Map for Commercial Filtration - BaseEnvirWalterFiltroBriteClarion60801001201401601802002205. 66. 06. 46. 87. 27. 6Performance Price ($)HighC

4、ostIntroduction to Customer Value ManagementValue ScorecardDifferential worth of performance advantages and disadvantagesDimensionAttributeFiltroWalterEnvirBriteClarionAverageBenefitsProductChloroform Removal2222-3422-340Lead Removal222-920Taste2132-8-80Clogging23-6453-35230ServiceReliable supply -1

5、9-19019190Technical support-7-152-15340RelationshipRelationship 016-16-16160(a) Total differential worth of benefits25-449-43530CostsSelling priceCapital cost13-100-750Other costsDisposibles cost-10-505625-200(b) Total cost advantage3-605618-150(c) Total value advantage = (a)+(b)28-10464-25380(d) Ac

6、tual price (or cost)13720084122155140(e) Fair Value Price = (a) + (average price, 140 ) 1659614897193140(f) Total value advantage = (e)-(d)28-10464-25380Introduction to Customer Value ManagementHead-to-Head Comparisons (Average)Filtro Value Relative to Average-25.0 -20.0 -15.0 -10.0 -5.0 0.0 5.0 10.

7、0 15.0 20.0 25.0 30.0 Chloroform RemovalLead RemovalTasteCloggingReliable supply Technical supportRelationship Capital costDisposibles costRelative value impacts - Filto vs. AverageIntroduction to Customer Value ManagementIdentifyValueDriversMeasureValue CreationAfter TransactionBusiness ProcessImpr

8、ovementConductBaselineStudyOn-goingTransactionalSurveysDevelopActionPlansMeasureMarketPerceptionOn-goingMarketSurveysfeedbackIntroduction to Customer Value ManagementThe Value Proposition Deployment ProcessDefine/Define/Refine Refine Value Value PropositionPropositionBuild Build CommitmentCommitment

9、ToToValue Value PropositionPropositionProcess &Process &OrganizationOrganizationGap Gap AnalysisAnalysisChanges Changes To Deliver To Deliver Value Value PropositionProposition Internal Internal TrackingTracking& &MeasurementMeasurementTrackingTrackingMarketMarketImpactImpactPlan/Do/Check/ActPlan/Do

10、/Check/ActPlan/Do/Check/ActPlan/Do/Check/ActInternalInternalManagement/Management/StaffStaffGroup ofGroup ofCompaniesCompaniesIntroduction to Customer Value ManagementCustomer Value Yields Big Dividends Doubled profits in a single year Moved from being a market “nicher” to the market leaderWireless

11、Telecom CompanyHeavy Equipment DealershipUnderground Mining Equipment Manufacturer / Distributor International Health and Leisure Firm 50% reduction in customer churn Improved equipment delivery time from 10 days to 2 days Total estimated bottom line contribution = $4.5M Doubled sales revenue from $

12、250M to $500M+ Tripled market share in a strategically important market: 4% - 12% Increased employees from 600 to 1000+ Achieved record profitability last year Reclaimed more than $8mm in lost sales 30% improvement in on-time deliveries Improved margins on equipment repairs from 11% to 28%Source: Ad

13、apted from Customer Satisfaction in Practice by the American Productivity & Quality Center, 1998Introduction to Customer Value ManagementMODELING EMPLOYEE VALUEThe Right Workforce”Positive TurnoverAcquisitionRetentionEmployee ValueRelative CompensationRelative Job QualityBase SalaryWork Life Balance

14、Brand EquityManagerQualityBenefitsBonusPay EquityIntroduction to Customer Value ManagementThe “Value” of Customer ValueStrengthen value propositions value is the basis for customer decisionsIdentify responses with the greatest impact on customers future purchase behaviourHone in on winning client strategiesDiscipline and focusacross all functionsDramatic impacts and performance gainsThe key to attracting, satisfying, and retaining customers.Customer Value ManagementNovember, 2002November, 2003