客户价值管理Customervaluemanagement.ppt

Janet LeBlanc Director, Canada Post,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 clients.,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,What is Customer Value?,Quality,Price,VALUE,Source: Adapted from Customer Satisfaction in Practice by the American Productivity & Quality Center, 1998,Customer Value Defined,Stage One,Stage Two,Stage Three,Stage Four,Minimum Requirements,CustomerFocus,CustomerAttitudes,Competitive Focus on Targeted Markets,Conformance Quality Delivering what we promise Meeting 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 Growth Company,Source: Adapted from Managing Customer Value by Bradley T. Gale, (New York, The Free Press, 1994),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 are leading-edge companies headed?,Satisfaction = Satisfy Existing Customers Better,Value =,Improve Your Competitive Position Attract and Retain Targeted Customers,Satisfaction,Current Service,The Entire Customer Relationship,Lag Indicator,Lead Indicator,Company Performance,Company Vs. Competition,Tenuous Link to Business Performance,Proven Relationship to Business Performance,VS,Value,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 establish CVM as a core competence for the Canada Post Group of Companies.,KEY MEASUREMENTS Customer Loyalty Market Share ProfitabilityCustomer Retention,Ideal Customer Value,Process Capabilities,Performance Improvement,Assess Market Opportunity,2. Conduct Analysis,3. Commit to a Value Proposition,4. Measure and Reward Performance,Customer Value Management,Value Analysis Tools,Value Scorecard,Price Performance Profile,Value Map,Head-to-Head Comparisons,