客户价值管理模式1

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

2、nprovidinginnovativephysicalandelectronicdeliverysolutions,creatingvalueforourcustomers,employeesandallCanadiansWhatisCustomerValue?QualityPriceVALUESource:AdaptedfromCustomerSatisfactioninPracticebytheAmericanProductivity&QualityCenter,1998CustomerValueDefinedQualityAttributesPerformanceRatingI

3、mportanceWeightABCXYZProductInformation5068AdvertisingandPromotion2067Customer&Consultation2096CustomizedSolutions1087100StageOneStageTwoStageThreeStageFourMinimumRequirementsCustomerFocusCustomerAttitudesCompetitiveFocusonTargetedMarketsConformanceQualityDeliveringwhatwepromiseMeetingstandards

4、CustomerSatisfactionProvidingwhatcustomerswantRespondingtocustomercomplaintsCustomerLoyaltyRetainingourcustomersGettingthemtorecommendusCustomerValueMeetingcriticalneedsoftargetedcustomersOutperformingcompetitorsCreatingnew,uniquebenefits21stCenturyGrowthCompanySource:AdaptedfromManagingCustomerVa

5、luebyBradleyT.Gale,(NewYork,TheFreePress,1994)Ican’tgetno(customer)satisfaction…SatisfactioninitselfdoesnotleadtocustomerloyaltyPositiveempiricalrelationshipbetweenvaluefocusandlinktomarketshareWhereareleading-edgecompaniesheaded?Satisfaction=SatisfyExistingCustomersBetterValue=ImproveYourCompe

6、titivePositionAttractandRetainTargetedCustomersSatisfactionCurrentServiceTheEntireCustomerRelationshipLagIndicatorLeadIndicatorCompanyPerformanceCompanyVs.CompetitionTenuousLinktoBusinessPerformanceProvenRelationshiptoBusinessPerformanceVSValueINPUTSCustomerValueManagementCouncilExternal/InternalD

7、ataSourcesOUTPUTSCustomerValueToolsandDataCompetitiveValuePropositionCustomerLoyaltyandMarketShareAnalysisGOALToestablishCVMasacorecompetencefortheCanadaPostGroupofCompanies.KEYMEASUREMENTSCustomerLoyaltyMarketSh