【正文】 and the service attribution that a service provides ? The value curve defines the target customer segment ? If the target customer segment is decided, the value of the service should match the customer ? The value curve shows the differentiation between you and the petitors Value Curve of the Service Key point of use value curve ? To provide the excellent, you must and have to make tradeoff, do something excellent and do something poorly – Different with the petitor with different value set – You have cost to do the excellent, so you can’t make everything excellent Customer selection ? Must select a target customer segment, you can’t serve all the customers in the market ? Some customer do fit you, because you ability, attribute of the service match these customer ? Some customer don’t fit you, because their expectation and your petence/value of service/strong point are not match ? You must make tradeoff to find the right funding mechanism(make money), otherwise , your service is no need to exist Value Loop ? 以“商業(yè)銀行”為案例的 Value Loop – 員工管理 – 客戶管理 Value LoopEmployee management Fewer product Increase deposit High profit 招聘基于態(tài)度 服務(wù)網(wǎng)點(diǎn)多 培訓(xùn)容易 更多服務(wù)方面的培訓(xùn) Great customer experience Employee management Customer management 退休的，細(xì)心的 容易培訓(xùn)的 準(zhǔn)備成本低 產(chǎn)品少 員工理解容易 低利息 Value LoopCustomer management 延長營業(yè)時(shí)間 社區(qū)參與 更好的商譽(yù) More deposit WOW口碑 客戶忠誠 硬幣兌換 Customer management Funding mechanism ? Funding mechanism – Charging – Embedded funding into the service process 4 Things about design a new service core service model Service attribute Employee management Customer management Funding mechanism Important: An process should be logical on value loop Value curve 4 Things about design a new service ? Service/value attributes(features) 1 ? Employee management 2 ? Customer management 3 ? Funding mechanism/approach 4 Value curve: ?Relative to petition ?To made choice(tradeoff) ?What should do excellent ?What should do poor Based on what is important and what is not important to How to: Select Training Deploy... Employee to work Value loop Select Training Control(reward, punish) Customer participate better Value loop How do you pay? How do you make money? Embedded value generation inside the service/process Customer pays palatable How to make 1 of 4 decisions Customer experience high low Standard Process customized 1 2 3 4 1. High experience + standard process 2. High experience + customized process 3. low experience + standard process 4. Low experience + customized process How to make 1 of 4 decisions Decisions 1. High experience + standard process 2. High experience + customized process 3. low experience + standard process 4. Low experience + customized process How to make money ? Let customer feel different: employee’s behavior to every customer is different – Training and employee creative ? Charge high ? Charger higher ? Customer really willing to pay? ? Price is cheap ? Size must big and rotation be fast ? Charge cheap ? Be low cost/control cost, because customization is high cost ? Transfer a part of work to the customer – For example, 業(yè)務(wù)決定了每一個(gè)客戶都是不一樣的，必須用定制化的流程， 如研發(fā)服務(wù)，賣豬肉 Thank you! ? 靜夜四無鄰，荒居舊業(yè)貧。 如果未達(dá)成這種要求，客戶不會(huì)感到不滿意。 滿意度定價(jià)法 III：統(tǒng)一定價(jià)法 ? 在提供服務(wù)前議定價(jià)格 減少不確定性 —客戶不再對將要發(fā)生的成本一無所知 降低風(fēng)險(xiǎn) —公司承擔(dān)服務(wù)成本超標(biāo)的風(fēng)險(xiǎn)。 ? 適用于以下情況： 勞動(dòng)密集型服務(wù)，這些服務(wù)在交付前無法明確定價(jià) 服務(wù)價(jià)格不可預(yù)測，且成本管理不善 競爭者為了贏得業(yè)務(wù)而降低成本估算額，但卻從未想要真正做到 服務(wù)的交付會(huì)受到未知事件的影響 ? 前提條件 客戶必須認(rèn)為價(jià)格不是太高，具有競爭力 不會(huì)削弱風(fēng)險(xiǎn)降低效果 創(chuàng)建并保持高效的成本結(jié)構(gòu) 消除不增值的成本 具有關(guān)系營銷潛力 必須有未來與客戶建立業(yè)務(wù)關(guān)系的可能性，盡管公司在 某一服務(wù) 情況下不盈利 關(guān)系定價(jià)法 ? 關(guān)系營銷 吸引、維護(hù)、加強(qiáng)并保持客戶關(guān)系 ? 關(guān)系營銷在服務(wù)中有何重要關(guān)系 1. 2. 3. 4. ? 問題在于 定價(jià)在關(guān)系營銷中應(yīng)發(fā)揮什么作用？ 利用定價(jià)來建立關(guān)系 如 , 折扣 激勵(lì)客戶鞏固與你的業(yè)務(wù)關(guān)系，遠(yuǎn)離競爭者 關(guān)系定價(jià)法 I：長期合約 ? 對客戶進(jìn)行價(jià)格或非價(jià)格激勵(lì)，以建立多年的業(yè)務(wù)關(guān)系 ? 變孤立的交易為穩(wěn)定、持續(xù)的互動(dòng) ? 有助于提高客戶的學(xué)習(xí)收獲和效率 ? 隨著關(guān)系的演變，為客戶節(jié)約更多的成本