「釋義」

忠誠度經(jīng)濟(jì)根本在于“以客戶為中心”。

管理學(xué)大師彼得·德魯克說：“企業(yè)的真正目的是創(chuàng)造和留住客戶。”研究表明，忠誠度領(lǐng)先的公司，收入增長(zhǎng)速度及未來十年內(nèi)帶來的股東回報(bào)均高于同行。

隨著新的會(huì)計(jì)工具和技術(shù)出現(xiàn)，公司已經(jīng)能夠?qū)⒖蛻舴旁诠ぷ鞯氖孜?。客戶是公司價(jià)值的最終來源，因此管理者必須妥善對(duì)客戶進(jìn)行跟蹤管理。

「應(yīng)用場(chǎng)景」

忠誠領(lǐng)導(dǎo)力。

Lead for loyalty.

在任何重大組織變革中，領(lǐng)導(dǎo)者都有責(zé)任闡述鼓舞人心的愿景，確定方針路線，讓每位員工都參與到建設(shè)未來的工作中去。領(lǐng)導(dǎo)者必須做的第一件事是讓每個(gè)人都參與進(jìn)來。解釋為何要重視客戶價(jià)值很容易：注重客戶忠誠度的公司可顯著改善客戶的生活，繼而吸引客戶不斷回購并向朋友推薦該公司。員工則會(huì)因看到客戶生活變得更美好而感到滿足，并因此燃起對(duì)工作的熱情。別忘了，在凈推薦值或客戶滿意度排名上處于行業(yè)領(lǐng)先地位的公司，業(yè)績(jī)也非常突出，收入增長(zhǎng)和股東回報(bào)遠(yuǎn)遠(yuǎn)超過同行。不追求客戶價(jià)值的公司十分有可能被重視客戶價(jià)值的公司淘汰出局。

The job of leadership in any major organizational shift is to articulate an inspiring vision, lay out a path, and engage every employee in the work ahead. The first thing leaders must do is get everybody on board. Building the case for customer value should be easy: When a company focuses on loyalty, it makes customers’ lives so much better that they keep coming back, and they bring their friends. Employees become inspired by the satisfaction that comes from making customers’ lives better. And don’t forget the superior performance of the companies that lead their industries in Net Promoter Score or satisfaction. Their revenue growth and shareholder returns far surpass those of their peers. Companies that don’t pursue customer value risk being put out of business by those that do.

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《你低估客戶了嗎》

羅伯·馬奇

2020年1月刊

“Are You Undervaluing Your Customers?”

by Rob Markey

編輯：馬冰侖?