顾客价值管理CVM讲述.pptVIP

Customer Value Management 四. Customer Pyramid Management Gold Segment Characteristics The gold segment differs from the Platinum segment because most gold segment customers are more price sensitive. Gold segment customers don’t purchase as much as platinum segment customers. Gold segment customers aren’t as loyal to one retailer and will go to competitors if the price is right. Customer Value Management 四. Customer Pyramid Management Gold Segment Retailers that would like to turn gold segment customers into platinum segment customers have a couple of different options. Frequent shopper programs Return customer discounts Price matching Customer Value Management 四. Customer Pyramid Management Iron Segment Characteristics Iron segment customers most likely are not loyal to any one retail business. These customers are very price conscious and will shop many places to get the best price. These customers are not likely to spend much at any one store. Iron segment customers don’t deserve any special treatment because of the small amount of business they provide to a single retail business. Customer Value Management 四. Customer Pyramid Management Iron Segment Turning an iron segment customer into a gold segment customer is very difficult. Some ways that might be accomplished include the following: Price matching Sales on specific merchandise Advertising Comparable merchandise at discount prices Customer Value Management 四. Customer Pyramid Management Lead Segment Characteristics Lead segment customers are the ”problem” customers. These customers are the most likely to actually cost a business money by being customers. Lead segment customers demand a lot of attention for very little spending. In this segment, abuse of return privileges are very common. Customer Value Management 四. Customer Pyramid Management Lead Segment The lead segment has been a nuisance to retail business for years. Because of this many retailers have implemented difficult programs to dissuade the