「釋義」

“客戶價值”指公司客群的終身價值總和。

增加客戶價值的方式包括獲得更多客戶，從現(xiàn)有客戶處爭取更多業(yè)務，更長時間地保留客戶，通過數(shù)字技術革新讓客戶體驗更簡單（而且交付成本更低）等等。

有遠見的管理者以客戶為中心，將客戶價值視為一種資產(chǎn)，而非追求短期利潤或季度收益。

?「應用場景」

公司可能以多種方式破壞客戶價值：為增加收入，企業(yè)軟件公司有時會向企業(yè)客戶收取變更費用，將總擁有成本提高到最初報價的三倍。為降低人工成本，呼叫中心通常會給予客服代表獎勵，最大限度減少呼叫處理時間。為降低運營成本，連鎖餐廳有時會用冷凍和預煮食材代替新鮮和定做食物。這種策略產(chǎn)生的利潤可能在損益表上看起來好看，甚至可能帶動短期的收益增長，但也會嚇跑潛在客戶，加速客戶倒戈，公司將難以阻止以客戶為中心的競爭對手挖走客戶。

Companies can destroy customer value in a variety of ways: To boost revenue, enterprise software companies sometimes charge corporate customers change fees that can raise the total cost of ownership to as much as three times the original bid. To cut labor costs, call centers often give agents incentives to minimize call-handling times. To reduce operating costs, restaurant chains sometimes substitute frozen and precooked ingredients in place of fresh and made-to-order food. The resulting profits may look good on the income statement. Such tactics may even lead to short-term earnings growth. But they also scare off potential customers, encourage defection, and make the company vulnerable to poaching by customer-centric competitors.

考慮到客戶價值的重要性，領導者應該像對其他關鍵資產(chǎn)（如建筑物、機械、庫存和有價證券）一樣，對其進行嚴格跟蹤管理。領導者還應在季度和年度收益報告中以統(tǒng)一格式披露這些信息，方便投資者做出明智判斷并將結果與業(yè)內(nèi)同行做比較。但大多數(shù)公司錯誤地認為，評估客戶價值太難或成本太高，仍繼續(xù)依賴于數(shù)百年以來強調(diào)實物和金融資產(chǎn)的會計慣例。但損益表和資產(chǎn)負債表都不能讓人看清公司客戶的價值。

Given the importance of customer value, leaders should track it as rigorously as they track other key assets, such as buildings, machinery, inventory, and marketable securities. They also should disclose it in their quarterly and annual earnings releases in consistent formats so that investors can make informed judgments about company performance and how it compares with that of industry peers. But most companies wrongly believe that measuring customer value is too difficult or costly. They continue to rely on a centuries-old accounting tradition that emphasizes physical and financial assets, and neither income statements nor balance sheets offer much visibility into the value of a company’s customers.

《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?