bsc客戶管理流程(已修改)
2025-02-16 21:14 本頁面
【正文】 CMAChina管理會(huì)計(jì) Slide 11 1 客戶管理流程戰(zhàn)略地圖 CUSTOMER MANAGEMENT PROCESSES STRATEGY MAPS CMAChina管理會(huì)計(jì) Slide 12 1 工業(yè)時(shí)代 Industry Era ? 策略 → 產(chǎn)品導(dǎo)向 – “ If we build it, they will e.” ? 成功要素 ?有效率的作業(yè)流程管理 → 在顧客可以負(fù)擔(dān)的價(jià)格下產(chǎn)生誘人的利潤 187。成本管理 187。經(jīng)濟(jì)規(guī)模 187。品質(zhì) ?產(chǎn)品創(chuàng)新 → 擴(kuò)大市場占有率及收入 ? 顧客管理的重點(diǎn)：交易 transaction→ 行銷、販?zhǔn)? ? 顧客關(guān)系的建立并非優(yōu)先處理的事項(xiàng) CMAChina管理會(huì)計(jì) Slide 13 1 新經(jīng)濟(jì) New Economy ? 強(qiáng)調(diào)顧客關(guān)系的重要性，但是流程作業(yè)管理與產(chǎn)品創(chuàng)新仍然是成功的要素。 ? 計(jì)算機(jī)、通訊技術(shù)、因特網(wǎng)以及數(shù)據(jù)庫軟件之發(fā)展已經(jīng)將權(quán)力的平衡從制造者轉(zhuǎn)移至消費(fèi)者。 → 消費(fèi)者主導(dǎo)市場 ? 提供個(gè)性化的服務(wù) ? 在網(wǎng)絡(luò)上發(fā)表對產(chǎn)品的感想 ? 顧客管理的流程不再只有“產(chǎn)生交易”，必須進(jìn)一步協(xié)助企業(yè) 爭取、保有目標(biāo)顧客并與目標(biāo)顧客發(fā)展長遠(yuǎn)且為企業(yè)帶來利潤的關(guān)系 。 CMAChina管理會(huì)計(jì) Slide 14 1 Customer Value Proposition Selection Availability Quality Price Organization Capital Figure 41 Customer Service ?Supply ?Production ?Distribution ?Risk Management Operational Management Processes ?Selection ?Acquisition ?Retention ?Growth Customer Management Processes ?Opportunity ID ?RD Portfolio ?Design/Develop ?Launch Innovation Processes ?Environment ?Safety and Health ?Employment ?Community Regulatory and Social Processes Internal Perspective Human Capital Information Capital Culture Leadership Alignment Teamwork Learning and Growth Perspective Customer Perspective Financial Perspective Functionality Service Partnership Brand Product / Service Attributes Relationships Image Improve Cost Structure Increase Asset Utilization LongTerm Shareholder Value Expand Revenue Opportunities Enhance Customer Value Productivity Strategy Growth Strategy Strategy Maps Kaplan/Norton CMAChina管理會(huì)計(jì) Slide 15 1 顧客管理的四個(gè)流程 ? 選擇顧客 Select Customers ? 爭取顧客 Acquire Customers ? 保有顧客 Retain Customers ? 發(fā)展顧客關(guān)系 Grow relationships with customer 客戶關(guān)系管理必須包含以上所有流程之執(zhí)行 一般企業(yè)多疏忽”選擇客戶”與”保有客戶” CMAChina管理會(huì)計(jì) Slide 16 1 Customer Value Proposition Selection Availability Quality Price Figure 42 Customer Management Processes ? Understand segments ? Screen unprofitable customers ? Target highvalue customers ? Manage the brand Customer Selection ? Communicate value proposition ? Customize mass marketing ? Acquire/convert leads ? Develop dealer works Customer Acquisition ? Premium customer service ? “Sole source” partnerships ? Service excellence ? Lifetime customers Customer Retention ? Crossselling ? Solution selling ? Partnership/ integrated management ? Customer education Customer Growth Internal Perspective Customer Perspective Financial Perspective Functionality Service Partnership Brand Product / Service Attributes Relationships Image Improve Sales Productivity LongTerm Shareholder Value Expand Revenue Opportunities Enhance Customer Value Productivity Strategy Growth Strategy Strategy Maps Kaplan/Norton CMAChina管理會(huì)計(jì) Slide 17 1 選擇客戶 Customer Selection ? 首先，按照特性 characteristics與喜好 preference，將市場劃分成區(qū)塊 ? 選擇目標(biāo)客戶，創(chuàng)造獨(dú)特 unique且可辯護(hù) defensible的價(jià)值主張 value proposition 不同客戶所帶來的利潤差異確認(rèn)投資在最能獲利的機(jī)會(huì)中 執(zhí)行者應(yīng)花費(fèi)同等的時(shí)間與精力在選擇及投資目標(biāo)客戶 ,如同選擇與投資資產(chǎn)、房產(chǎn)、及設(shè)備 避免嘗試成為所有可能客戶的最佳供應(yīng)者 CMAChina管理會(huì)計(jì) Slide 18 1 客戶細(xì)分 Customer Segmentation ? 客戶細(xì)分應(yīng)該以客戶價(jià)值主張為基礎(chǔ)
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