CHAPTER FOUR CUSTOMER MANAGEMENT PROCESSES

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CHAPTER FOURCUSTOMER MANAGEMENT PROCESSES

• STRATEGY MAPS
• Kaplan/Norton
• 2004.3.22 ???

2
Industry Era - ????

• ??????? If we build it, they will come.
• ????
• ?????????????????????????????
• ????
• ????
• ??
• ???????????????
• ?????????transaction??????
• ????????????????

3
New Economy ???

• ??????????,??????????????????????
• ?????????????????????????????????????????????????
• ????????
• ????????????
• ???????????????,????????????????????????????????
  ????????

4
Figure 4-1 Customer Service
Long-Term Shareholder Value
Productivity Strategy
Growth Strategy
Financial Perspective
Improve Cost Structure
Increase Asset Utilization
Expand Revenue Opportunities
Enhance Customer Value
Customer Value Proposition
Customer Perspective
Selection
Availability
Quality
Price
Functionality
Service
Partnership
Brand
Product / Service Attributes
Relationships
Image
Internal Perspective
Human Capital
Learning and Growth Perspective
Information Capital
Organization Capital
Culture
Leadership
Alignment
Teamwork
Strategy Maps Kaplan/Norton P.106
5
?????????

1. ???? Select Customers
2. ???? Acquire Customers
3. ???? Retain Customers
4. ?????? Grow relationships with customer

??????????????????? ????????????????
6
Figure 4-2 Customer Management Processes
Long-Term Shareholder Value
Productivity Strategy
Growth Strategy
Financial Perspective
Expand Revenue Opportunities
Enhance Customer Value
Improve Sales Productivity
Customer Value Proposition
Customer Perspective
Selection
Availability
Quality
Price
Functionality
Service
Partnership
Brand
Product / Service Attributes
Relationships
Image
Customer Selection
Customer Acquisition
Customer Retention
Customer Growth
Internal Perspective

• Understandsegments
• Screen unprofitablecustomers
• Target high-valuecustomers
• Manage the brand

• Communicate valueproposition
• Customize massmarketing
• Acquire/convertleads
• Develop dealernetworks

• Premium customerservice
• Sole sourcepartnerships
• Service excellence
• Lifetime customers

• Cross-selling
• Solution selling
• Partnership/integratedmanagement
• Customereducation

Strategy Maps Kaplan/Norton P.108
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???? Customer Selection

1. ??,????characteristics???preference,????????
2. ??????,????unique????defensible?????value
   proposition

• ?????????????? ? ?????????????
• ????????????????????????,?????????????????
• ??????????????????

8
?????? Customer Segmentation
??????????????????
????????????????

• ????????
• ????use intensityHeavy?light?none
• ????????????????????????
• ?????????????committed
• ???????????delighted

9
?????? Customer Segmentation
????????????,????????????????

• ??
• ?????Demographic factor?????????????????
• ???????????????
• ????Value-oriented?luxury-oriented

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?????? Customer Segmentation
???????????????????????????????????

• Statistical techniques
• Cluster analysis identifying homogenous
  customer segments
• Conjoint analysis measuring customer
  preferences and needs
• Discriminant analysis separating customers into
  distinct segments

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?????? Select targeted segments
??????????????????,????????????????????? ???????,
???????????????

• case

12
????????????

• ??
• ????????
• ???????????unprofitable customer
• ??????????
• ????

• ????
• ????????
• ??????????
• ???????????
• Number of Strategic accounts
• ????Brand awareness and preferences

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???? Customer Acquisition
???????????????????? ??????????????????

• ??????(??????????)???????
• Inexpensive enough
• ?????????,????????????
• ?????? ??????????????
• ???????????????????,???????
• Case

14
????????????

• ??
• ??????
• Customize mass marketing
• ?????
• ???????????

• ????
• Brand awareness (survey)
• ???????????
• ??????????????
• ?????????
• ??????????
• ????????????????????
• ??????
• ???????

15
???? Customer Retention

• ????????????????????????
• ????????????????,????????????
• ???????,?????????????????????????

• ???????????
• ??????
• ???????????????????????????????

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???? Customer Retention
?Customer loyalty????? - Customer commitment

• ????????????????????
• ????????????,?????????,????????,??????????
• ????
• ????????
• ????????
• ??????????????????

17
???? Customer Retention
Customer apostles (??????)- ??????????committed
customer

• Wal-Marts?? vs ?????
• Toyota?? ????????????

Customer owner - ?????????????????????
apostles??owners??????????????????????????????????
?
case
18
????????????

• ??
• ????????
• ????????????

• ????
• ???????
• ??????????
• ????????????????
• ??????????????????????
• ??????????????????

19
????????????

• ??
• ??????
• ?????????

• ????
• ????Service levels, by channel
• ??????????
• ????????
• ????????????
• Apostle customers????
• ????????????????

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????????? Customer Growth
???????????-??????? ???????????,??????????????????
?????

• Cross-sell??????,???????????
• Partner???????????specific solutions?
• case

21
?????????????????

• ????
• ????????
• ???????????????
• ???????????
• ?????????/??
• ????????????
• ????????
• ????????
• ???????????
• ?????????

• ??
• Cross-sell customers
• Solution selling
• ?????????

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Figure 4-3 Case Marine Engineering
Increase Shareholder Value
Financial Perspective
Improve Productivity
Increase customer value
Build the Franchise
Revenue fromIntegrated Products
Customer Value Proposition
Lower Life-CycleProduct Cost /bbl
SeamlessProfessionalManagement
Shared Goals and Rewards
Image of aSystems Integrator
Customer Perspective
Relationships
Product Attributes
Image
Selection
Acquisition
Retention
Growth
Focus Only onStrategicAccounts
EducateStrategic Accountson Gain-SharingPartner
ship
CreateSole Source Partnerships
Create IntegratedManagementSystem
Objective
Internal Perspective

• strategic accounts
• no-bid decisions

• Proposal successrate

• revenue fromsole sourcecontracts

• New managementsystem availability

Measure
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Figure 4-4 Case Metro Bank
Increase Shareholder Value
Financial Perspective
Improve Productivity
Increase customer value
Build the Franchise
Grow NonlendingIncome
Grow LendingIncome
Customer Value Proposition
Provide TailoredFinancial Solutions
Value-Priced
KnowledgeableSolutions
Trusted Adviser
SuperiorCustomer Service
Customer Perspective
Relationships
Product / Service Attributes
Image
Selection
Acquisition
Retention
Growth
Identify,Upgrade, or ExitUnprofitableAccounts
Grow and RetainHigh-valueCustomers (HVC)
ProvidePremium Serviceto Retain HVCs
Broaden theRelationship withHVCs
Objective
Internal Perspective

• unprofitablecustomers

• HVC leads(campaignresponse rate)
• Lead conversionrate

• HVC requestfulfillment time
• top 10 customer-identified issuesresolved

• Hours spent withHVCs
• HVCs with gt 3products

Measure
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Figure 4-5 Case Acme Chemicals
Increase Shareholder Value
Financial Perspective
Improve Productivity
Increase Customer Value
Build the Franchise
Revenue from NewProducts and Customers
Increase Revenueper Customer
Improve SalesProductivity
Customer Value Proposition
CompetitiveProduct Portfolio
Negotiated ValuePricing
Win-WinPartnership
Leading-EdgeServices
Customer Perspective
Product / Service Attributes
Relationships
Selection
Acquisition
Retention
Growth
UnderstandMarketSegments
Best-in-ClassFranchise /DistributionTeams
Excel atCustomer Interaction
SeamlessIntegration withCustomersValue Chain
Objective
Internal Perspective

• Market share
• Customerprofitability

• Distribution reportcard
• Distributorsatisfaction

• Customer reportcard

• projects involvingchemical andpharmaceuticale
  xpertise

Measure
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??????
????
????
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Cases
Selection Acquisition Retention Growth
Marine Engineer ???????????????????????? ????????? ???????????????????????? ????????? ???????????????? ????????????????
Metro Bank ????HVCs ??????????? ??????????????????? ??????? ?????????
Acme Chemicals ?????????? ??????????????? ??????????????? ???leading-edge????? ??????
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????????????

• ??
• ????????????????
• ???????
• ???????

• ????
• ?????????
• ??????
• ??????
• ???????????

28
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????????????

• ??
• ????????
• ?????????
• ???????
• ??????

• ????
• ????????
• ????????????
• ??????
• ??????
• ??????????
• ????/???
• ???????????
• ???????????

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??????????
???????????????????????????????

• Human Capital ???
• ??????data mining??????call centers?customer
  interaction center?????

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Human Capital - ?????????
?? ??
Customer selection ????
Customer acquisition ??????? ????????????????
Customer retention ????????????? ???????????
Customer growth ?????? ???????????????,????????????????
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Information Capital
????????????? (data mining?activity-based
customer profitability measurement)
?????????????????

• Lands End ????????????????
• 1-800-Flower.com ??????????
• Amazon.com ???????????????????????,????????????

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Information Capital
?? ??
Customer selection Cluster analysis ????????
Customer acquisition ?????database marketing????? telemarketing
Customer retention CRM Customer service centers
Customer growth ???? ???????
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Organization Capital
?????????????? ??????,?????????

• Teamwork - ???????????????
• Salesperson ????
• Solutions engineer, relationship partner
  ????????portfolio
• Call center ??follow-up

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???????????????

• ??
• ???????
• ??????????
• ??????????
• ??????

• ????
• Human capital readiness
• Turnover of key personnel
• Customer application portfolio readiness
• ???????????

???? ????
36
???????????????

• ??
• ???????????
• ?????????

• ????
• Employee culture survey
• Percent of employee objectives linked to BSC
  customer process and outcome measures

????
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Figure 4-6 Learning and Growth Strategies for
Customer Management
Customer Selection
Customer Acquisition
Customer Retention
Customer Growth

• Understandsegments
• Screen unprofitablecustomers
• Target high-valuecustomers
• Manage the brand

• Communicate valueproposition
• Customize massmarketing
• Acquire/convertleads
• Develop dealernetworks

• Premium customerservice
• Sole sourcepartnerships
• Service excellence
• Lifetime customers

• Cross-selling
• Solution selling
• Partnership/integratedmanagement
• Customereducation

Internal Perspective
Learning and Growth Perspective

• Market research
• Profitability analysis
• Market communication
• Customer database
• Customer analysis
• E-polling/sampling
• Profitability analysis
• Customer-focusedculture
• Personal goalalignment
• Best-practice sharing

• Telemarketing
• Product line knowledge
• Customer communication
• Partner management
• Database marketing
• Lead management
• Sales force automation
• Web site design
• Customer-focusedculture
• Personal goalalignment
• Best-practice sharing

• Call center protocols
• Product lineknowledge
• Problem resolution
• Customer feedback
• Customer interactioncenter
• Problem trackingsystem
• Order managementsystem
• Customer-focusedculture
• Personal goalalignment
• Best-practice sharing

• Consultative salesskills
• Customer/industryknowledge
• Product lineknowledge
• Customer informationfeedback
• Portfolio planningmodels
• Integrated ordermanagement
• Customer-focusedculture
• Personal goalalignment
• Best-practice sharing

Human Capital
Information Capital
Organization Capital
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Summary

• ????????? - ?????????????????
• Figure 4-7

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Figure 4-7 Customer Management Scorecard
Template
Objective
Measures
Perspective

• Create new sources of revenue
• Increase revenue per customer
• Increase customer profitability
• Improve sales productivity

• Revenue from new customers
• Share of wallet
• Profits per customer (ABC)
• Cost of sales (by channel)

Financial
Customer

• Increase customer satisfaction(with value
  proposition)
• Increase customer loyalty
• Create raving fans

• customers highly satisfied
• Customer retention
• Depth of relationship
• business from customer referrals

• Understand segments
• Screen unprofitable customers
• Target high-value customers
• Manage the brand

• Contribution by segment
• unprofitable customers
• strategic accounts
• Brand awareness/preference

Selection

• Communicate value proposition
• Customize mass marketing
• Acquire/convert leads
• Develop dealer networks

• Brand awareness
• Campaign response rate
• leads/conversion rate
• Dealer quality rate

Acquisition
Internal Process

• Premium customer service
• Sole source partnerships
• Service excellence
• Lifetime customers

• premium customers
• revenue from sole source
• Service levels (by channel)
• Customer lifetime value

Retention

• Cross-selling
• Solution selling
• Partnership/integrated management
• Customer education

• products per customer
• jointly developed service agreements
• / from gain-sharing agreements
• Hours with customer

Growth

• Develop strategic competencies
• Attract and retain top talent

• Human capital readiness
• Key employee turnover

Human Capital
Learning And Growth

• Develop strategic CRM portfolio
• Increase knowledge sharing

• Application portfolio readiness
• customer KMS hits/employee

Information Capital

• Create customer-focused culture
• Create personal goal alignment

• Customer survey
• Employee objectives linked to BSC

Organization Capital
40
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