服务利益品牌利益产品优点价格其他成本客户价值.pptVIP

* * * * * * * * Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall Copyright ? 2009 Pearson Education, Inc. ?Publishing as Prentice Hall Chapter FourThe Customer Experience and Value Creation 4-* The Customer Experience and Value Creation The total customer experience Mass collaboration Life-cycle cost and customer value Price performance, perceived benefits, emotional benefits, transactional costs and value creation Identifying value drivers 客戶價值(顧客認知價值) 顧客經由比較一項產品的所有利益或優點，與獲得該產品的所有成本之差距。 客戶價值(Customer Value) 什麼是客戶價值 (Customer Value )? 客戶價值 =利益 – 成本 我們如何創造客戶價值? 服務利益 品牌利益 產品優點 價格其他成本 客戶價值 如何創造客戶價值：增加客戶「利益」的策略 為什麼發現客戶利益很重要? 方法: 當一天客戶 移情設計 “領先使用者”分析 跟著訂單走 肯納方法(以客戶觀點為主的產品設計) 4-* The Total Customer Experience Purchase Experiences Information Gathering Prioritizing Needs Understanding Alternatives Order Placement and Payment Usage Experiences Delivery Installation Product Usage Product Maintenance Product Repair Replacement Experiences Product Upgrades Returns and Warranty Product Replacement Product Disposal 4-* Leveraging Lead User Experiences Lead Users New Benefits Customer Experience Product Development 4-* Reverse Innovation Figure 4-7 Reverse Innovation – Invent to Order 4-* Mass Collaboration and Value Creation Figure 4-9 Mass Collaboration and Value Creation 如何創造客戶價值：減少客戶「成本」的策略 減少產品各項成本…支付價格,取得成本,使用成本,擁有成本,維護成本,處置成本 4-* Defining Life-Cycle Cost Life-Cycle Cost = Price + Acquiring + Ownership + Disposal Paid Cost Cost Cost Economic Value = Competing Product’s – Our Product’s Life-Cycle Cost Life-Cycle Cost 4-* Life-Cycle Cost and Economic Value Figure 4-10 Life-Cycle Cost and Economic Value 4-* Sources of Economic Benefit and Value Creation Figure 4-11 Sources of Economic Benefit and Value Creation 物超所值的策略 我們要如何量化產品的績效? 相對績效 相對價格 相對客戶價值 產品績效 平均績效 產品價格 平均價格 相對績效 – 相對價格 買烤麵包機 4-