客户价值管理customer value management

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1、JanetLeBlancDirector,CanadaPostPresentationObjectivesDefinecustomervaluemanagement(CVM),Understandthedifferencebetweencustomervalueandcustomersatisfaction,describekeyCVMconceptsandtools,andcommunicatetheimportanceofmeasuringqualityintheeyesofyourclients.WHYinvestinCVM?CanadaPostwillbe

2、aworldleaderinprovidinginnovativephysicalandelectronicdeliverysolutions,creatingvalueforourcustomers,employeesandallCanadiansWhatisCustomerValue?QualityPriceVALUESource:AdaptedfromCustomerSatisfactioninPracticebytheAmericanProductivity&QualityCenter,1998CustomerValueDefinedQualityAt

3、tributesPerformanceRatingImportanceWeightABCXYZProductInformation5068AdvertisingandPromotion2067Customer&Consultation2096CustomizedSolutions1087100StageOneStageTwoStageThreeStageFourMinimumRequirementsCustomerFocusCustomerAttitudesCompetitiveFocusonTargetedMarketsConformanceQuality

4、DeliveringwhatwepromiseMeetingstandardsCustomerSatisfactionProvidingwhatcustomerswantRespondingtocustomercomplaintsCustomerLoyaltyRetainingourcustomersGettingthemtorecommendusCustomerValueMeetingcriticalneedsoftargetedcustomersOutperformingcompetitorsCreatingnew,uniquebenefits21stCent

5、uryGrowthCompanySource:AdaptedfromManagingCustomerValuebyBradleyT.Gale,(NewYork,TheFreePress,1994)Ican’tgetno(customer)satisfaction…SatisfactioninitselfdoesnotleadtocustomerloyaltyPositiveempiricalrelationshipbetweenvaluefocusandlinktomarketshareWhereareleading-edgecompaniesheaded?Sat

6、isfaction=SatisfyExistingCustomersBetterValue=ImproveYourCompetitivePositionAttractandRetainTargetedCustomersSatisfactionCurrentServiceTheEntireCustomerRelationshipLagIndicatorLeadIndicatorCompanyPerformanceCompanyVs.CompetitionTenuousLinktoBusinessPerformanceProvenRelationshiptoBu

7、sinessPerformanceVSValueINPUTSCustomerValueManagementCouncilExternal/InternalDataSourcesOUTPUTSCustomerValueToolsandDataCompetitiveValuePropositionCustomerLoyaltyandMarketShareAnalysisGOALToestablishCVMasacorecompetencefortheCanadaPostGroupofCompanies.KEYMEASUREMENTSCustomerLoyaltyMar

8、ketSh