客户价值管理模式PPT课件

Filtro Walter Envir Brite Clarion Average
Dimension
Attribute
Benefits Product
Chloroform Removal
Lead Removal
Taste
Clogging
Service
Reliable supply
Technical support
Surveys
On-going Market Surveys
Introduction to Customer Value Management
Plan/Do/Check/Act
Define/ Refine Value Proposition
Build Commitment
To Value Proposition
Develop Action Plans
Measure Value Creation
After Transaction
Measure Market Perception
Conduct Baseline
Study
Business Process Improvement
feedback
On-going Transactional
Dimension Attribute
Benefits Product Chloroform Removal Lead Removal Taste Clogging
Service Reliable supply Technical support
Relationship Relationship Weighted benefit scores
(d) Actual price (or cost) (e) Fair Value Price = (a) + (average price, 140 ) (f) Total value advantage = (e)-(d)
22
22
-34
22
-34
0
2
2
2
-9
2
0
2
13
2
-8
-8
0
23
-64
53
-35
17 40 120 160 137 200
30 37 25 54 85 130 84 122 155
Attrib. Value
6.8 12.0
9.6 10.0
7.6
9.0
6.4 25.0
7.0 16.0
2.8 14.0
7.0 14.0
6.6
98.3
30 100.0
110 100.0
140
-1.7
58.5032
Head-to-Head Comparisons (Average)
Filtro Value Relative to Average
Chloroform Removal Lead Removal Taste Clogging
Reliable supply Technical support
Relationship Capital cost Disposiblห้องสมุดไป่ตู้s cost
Process & Organization
Gap Analysis
Changes To Deliver
Value Proposition
100
80
Envir
60
5.6
6.0
6.4
6.8
7.2
7.6
Performance
Introduction to Customer Value Management
Value Scorecard
Differential worth of performance advantages and disadvantages
Introduction to Customer Value Management
Value Map
Value Map for Commercial Filtration -- Base
220
200
High
Cost 180
Walter
160
Price 140 ($) 120
Brite
Filtro
Clarion
Relationship
Relationship
(a) Total differential worth of benefits
Costs
Selling price
Other costs
(b) Total cost advantage
Capital cost Disposibles cost
(c) Total value advantage = (a)+(b)
23
0
-19
-19
0
19
19
0
-7
-15
2
-15
34
0
0
16
-16
-16
16
0
25
-44
9
-43
53
0
13
-10
0
-7
5
0
-10
-50
56
25
-20
0
3
-60
56
18
-15
0
28
-104
64
-25
38
0
137
200
84
122
155
140
165
96
148
97
193
140
28
-104
64
-25
38
0
Introduction to Customer Value Management
Costs
Selling price Capital cost
Other costs Disposibles cost
Weighted cost scores
Slope of fair value line
10.0 10.0 2.0 10.0 2.0 10.0 10.0 10.0 8.0 10.0 8.0 10.0 8.0 6.0 6.0 8.0 2.0 10.0 4.0 8.0 5.0 5.0 7.0 9.0 9.0 2.0 1.0 3.0 1.0 7.0 7.0 9.0 5.0 5.0 9.0 7.0 5.8 6.7 5.8 7.5
-25.0 -20.0 -15.0 -10.0 -5.0 0.0 5.0 10.0 15.0 20.0 25.0 30.0
Relative value impacts - Filto vs. Average
Introduction to Customer Value Management
Identify Value Drivers
Customer Value Management November, 2002
Introduction to Customer Value Management
Price Performance Profile
Performance Scores
Weights for:
Filtro Walter Envir Brite Clarion Average