客户价值管理模式

CustomerValueManagementNovember,2002Fromanywhere…toanyoneJanetLeBlancDirector,CanadaPostFromanywhere…toanyoneIntroductiontoCustomerValueManagementPricePerformanceProfilePerformanceScoresWeightsfor:DimensionAttributeFiltroWalterEnvirBriteClarionAverageAttrib.ValueBenefitsProductChloroformRemoval10.010.02.010.02.06.812.0LeadRemoval10.010.010.08.010.09.610.0Taste8.010.08.06.06.07.69.0Clogging8.02.010.04.08.06.425.0ServiceReliablesupply5.05.07.09.09.07.016.0Technicalsupport2.01.03.01.07.02.814.0RelationshipRelationship7.09.05.05.09.07.014.0Weightedbenefitscores7.05.86.75.87.56.698.3CostsSellingpriceCapitalcost174030372530100.0OthercostsDisposiblescost1201605485130110100.0Weightedcostscores13720084122155140-1.7Slopeoffairvalueline58.5032Fromanywhere…toanyoneIntroductiontoCustomerValueManagementValueMapValueMapforCommercialFiltration--BaseEnvirWalterFiltroBriteClarion60801001201401601802002205.66.06.46.87.27.6PerformancePrice($)HighCostFromanywhere…toanyoneIntroductiontoCustomerValueManagementValueScorecardDifferentialworthofperformanceadvantagesanddisadvantagesDimensionAttributeFiltroWalterEnvirBriteClarionAverageBenefitsProductChloroformRemoval2222-3422-340LeadRemoval222-920Taste2132-8-80Clogging23-6453-35230ServiceReliablesupply-19-19019190Technicalsupport-7-152-15340RelationshipRelationship016-16-16160(a)Totaldifferentialworthofbenefits25-449-43530CostsSellingpriceCapitalcost13-100-750OthercostsDisposiblescost-10-505625-200(b)Totalcostadvantage3-605618-150(c)Totalvalueadvantage=(a)+(b)28-10464-25380(d)Actualprice(orcost)13720084122155140(e)FairValuePrice=(a)+(averageprice,140)1659614897193140(f)Totalvalueadvantage=(e)-(d)28-10464-25380Fromanywhere…toanyoneIntroductiontoCustomerValueManagementHead-to-HeadComparisons(Average)FiltroValueRelativetoAverage-25.0-20.0-15.0-10.0-5.00.05.010.015.020.025.030.0ChloroformRemovalLeadRemovalTasteCloggingReliablesupplyTechnicalsupportRelationshipCapitalcostDisposiblescostRelativevalueimpacts-Filtovs.AverageFromanywhere…toanyoneIntroductiontoCustomerValueManagementIdentifyValueDriversMeasureValueCreationAfterTransactionBusinessProcessImprovementConductBaselineStudyOn-goingTransactionalSurveysDevelopActionPlansMeasureMarketPerceptionOn-goingMarketSurveysfeedbackFromanywhere…toanyoneIntroductiontoCustomerValueManagementTheValuePropositionDeploymentProcessDefine/RefineValuePropositionBuildCommitmentToValuePropositionProcess&OrganizationGapAnalysisChangesToDeliverValuePropositionInternalTracking&MeasurementTrackingMarketImpactPlan/Do/Check/ActPlan/Do/Check/ActInternalManagement/StaffGroupofCompaniesFromanywhere…toanyoneIntroductiontoCustomerValueManagementCustomerValueYieldsBigDividends•Doubledprofitsinasingleyear•Movedfrombeingamarket“nicher”tothemarketleaderWirelessTelecomCompanyHeavyEquipmentDealershipUndergroundMiningEquipmentManufacturer/DistributorInternationalHealthandLeisureFirm•50%reductionincustomerchurn•Improvedequipmentdeliverytimefrom10daysto2days•Totalestimatedbottomlinecontribution=$4.5M•Doubledsalesrevenue–from$250Mto$500M+•Tripledmarketshareinastrategicallyimportantmarket:4%-12%•Increasedemployeesfrom600to1000+•Achievedrecordprofitabilitylastyear•Reclaimedmorethan$8mminlostsales•30%improvementinon-timedeliveries•Improvedmarginsonequipmentrepairsfrom11%to28%Source:AdaptedfromCustomerSatisfactioninPracticebytheAmericanProductivity&QualityCenter,1998Fromanywhere…toanyoneIntroductiontoCustomerValueManagementMODELINGEMPLOYEEVALUETheRightWorkforce”PositiveTurnoverAcquisitionRetentionEmployeeValueRelativeCompensationRelativeJobQualityBaseSalaryWorkLifeBalanceBrandEquityManagerQualityBenefitsBonusPayEquityFromanywhere…toanyoneIntroductiontoCustomerValueManagementThe“Value”ofCustomerValue•Strengthenvaluepropositions–valueisthebasisforcustomerdecisions•Identifyresponseswiththegreatestimpactoncustomers’futurepurchasebehaviour•Honeinonwinningclientstrategies•Disciplineandfocus—acrossallfunctions•DramaticimpactsandperformancegainsThekeytoattracting,satisfying,andretainingcustomers.CustomerValueManagementNovember,2002Fromanywhere…toanyoneNovember,2003