利用數字價值主張提升客戶忠誠度.pdf

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1、 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Gartner is a registered trademark of Gartner,Inc.and its affiliates.This presentation,including all supporting materials,is proprietary to Gartner,Inc.and/or its affiliates and is for the sole internal use of the intended recipients.Because

2、 this presentation may contain information that is confidential,proprietary or otherwise legally protected,it may not be further copied,distributed or publicly displayed without the express written permission of Gartner,Inc.or its affiliates.Sandy Shen研究副總裁利用數字價值主張提升客戶忠誠度2 2023 Gartner,Inc.and/or it

3、s affiliates.All rights reserved.Gartner is a registered trademark of Gartner,Inc.and its affiliates.客戶價值主張企業就其提供的產品和服務對客戶的價值承諾3 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Gartner is a registered trademark of Gartner,Inc.and its affiliates.哪個技術更高級4 2023 Gartner,Inc.and/or its affilia

4、tes.All rights reserved.Gartner is a registered trademark of Gartner,Inc.and its affiliates.哪個技術更有價值5 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Gartner is a registered trademark of Gartner,Inc.and its affiliates.提升客戶價值主張提升客戶忠誠度數字戰略提升產品服務價值衡量客戶體驗6 2023 Gartner,Inc.and/or its affiliat

5、es.All rights reserved.Gartner is a registered trademark of Gartner,Inc.and its affiliates.中國企業注重推出更多可持續產品和增加數字功能n varies by cohort;Corporate business leaders who lead,participate in or influence their companys investment and strategy decisions S3Q7_2.Thinking about your companys core product,please

6、 rate the degree to which you are or intend to adjust the product to ensure future growth.Source:2022 Gartner Understanding Corporate Growth Strategies Survey為保證未來增速而做出的產品方面的調整認為是主要手段的受訪者比例74%68%55%52%64%65%65%61%增加全新的可持續產品增加數字功能讓產品更新潮、更有競爭力增加純數字版產品讓產品價值主張變得更可持續中國(n=31)高成長(n=79)7 2023 Gartner,Inc.an

7、d/or its affiliates.All rights reserved.Gartner is a registered trademark of Gartner,Inc.and its affiliates.中國企業在價格方面的調整相對有限n varies by cohort;Corporate business leaders who lead,participate in or influence their companys investment and strategy decisions S3Q7_1.Thinking about your companys core pro

8、duct,please rate the degree to which you are or intend to adjust pricing to ensure future growth.Source:2022 Gartner Understanding Corporate Growth Strategies Survey為保證未來增速而作出的價格方面的調整正在或計劃主要使用該戰術的受訪者比例65%55%45%32%73%51%44%51%擴展價格區間改變定價模式（如免費、試用、訂閱、交易）漲價降價中國(n=31)高成長(n=79)8 2023 Gartner,Inc.and/or it

9、s affiliates.All rights reserved.Gartner is a registered trademark of Gartner,Inc.and its affiliates.數字戰略提升價值主張舉例價值主張功能價格獨特價值觀數字化價值主張智能高效高性價比可持續數字戰略物聯網遠程/自助服務平價替代定價模式循環商業模式9 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Gartner is a registered trademark of Gartner,Inc.and its affiliates

10、.Source:Cosmoplat工業物聯網、數字孿生、人工智能故障處理時間降低28%設備效率提升16%庫存周轉率提升4%數字功能案例：工業物聯網10 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Gartner is a registered trademark of Gartner,Inc.and its affiliates.數字功能：遠程和自助服務使用在線自助服務需要時獲得人工幫助高效便捷政府銀行醫療在線平臺后臺數據支撐流程再造用戶期望價值主張數字能力教育11 2023 Gartner,Inc.and/or its

11、 affiliates.All rights reserved.Gartner is a registered trademark of Gartner,Inc.and its affiliates.價格戰略案例：小米的平價替代 對標高端競品，早期產品性能和功能較低端，以高性價比取勝 快速占領市場份額后投入更多研發，開發升級產品 發揮品牌和供應鏈優勢，與生態伙伴推出更多產品線 高端產品與競品功能差距縮小，保持性價比優勢 形成豐富生態圈，建立護城河4/51/21/1050%90%80%/功能比價格比低端中端高端小米產品與競品的性價比12 2023 Gartner,Inc.and/or its a

12、ffiliates.All rights reserved.Gartner is a registered trademark of Gartner,Inc.and its affiliates.改變定價模式案例：NespressoNespresso包月模式 低價擁有咖啡機 1-2年會員計劃 月度繳費 賬戶金額用于購買咖啡 可以隨時取消（付費）13 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Gartner is a registered trademark of Gartner,Inc.and its affiliat

13、es.可持續產品案例：H&MH&M循環商業模式二手服飾買賣商品租賃服飾洗護修改服飾回收產品開發工具設計銷售使用回收到2040年，所有價值鏈實現碳中和，對生物多樣性產生正面影響到2030年，單品水資源消耗比2017年相對減少38%可持續愿景商業產品中使用的回收材料達到23%，高于2021年的18%，接近2025年實現30%的目標塑料包裝絕對使用量比2018年減少44%，提前實現減塑目標2022年可持續報告14 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Gartner is a registered trademark o

14、f Gartner,Inc.and its affiliates.可持續產品價值主張的微創新包裝回收運輸租賃設計供應商渠道非公益組織認證機構二手交易用戶教育維修保養改裝生態系統首次銷售后市場服務碳交易平臺標準制定機構增值服務產品升級15 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Gartner is a registered trademark of Gartner,Inc.and its affiliates.客戶體驗的認知鴻溝從客戶的角度看從企業的角度看Q：你認為你們企業的客戶體驗比競爭對手做的更好嗎？Q：你認為該

15、企業的客戶體驗比競爭對手做的更好嗎？更好沒有更好更好沒有更好鴻溝16 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Gartner is a registered trademark of Gartner,Inc.and its affiliates.客戶精力值（CESCES）和價值提升值（VESVES）CES用于衡量客戶對問題解決和互動過程難易程度的看法VES用于衡量客戶在交互后對產品服務兩方面的看法：使用產品的能力 購買信心CES比客戶滿意度對忠誠度的預測的準確性高40%VES是預測客戶忠誠度的最佳指標17 2023

16、Gartner,Inc.and/or its affiliates.All rights reserved.Gartner is a registered trademark of Gartner,Inc.and its affiliates.客戶精力值（CESCES）是底限，價值提升值（VESVES）是增值客戶在“走還是留”的決策中選擇留的概率沒有解決問題花費很大精力解決花費很小精力解決價值提升手段n=2,196 customers with stay-go decisions following a service interaction in the past 60 daysSource

17、:2020 Gartner Loyalty Customer Service and Support Survey18 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Gartner is a registered trademark of Gartner,Inc.and its affiliates.客戶精力值（CESCES）的測量方法問題：（某企業）讓我很容易地處理（某任務）1234567非常不贊同非常贊同給出5分及以上的客戶占所有參與調查用戶的比例19 2023 Gartner,Inc.and/or its affil

18、iates.All rights reserved.Gartner is a registered trademark of Gartner,Inc.and its affiliates.價值提升值（VESVES）的測量方法與客服互動后，我對購買產品服務的信心提高了。與客服互動后，我能用產品服務實現更多結果12Source:Value Enhancement Score:The Customer Service Metric Most Associated With Customer Loyalty(G00741036)1234567非常不贊同非常贊同1234567大幅降低大幅提高取平均值20

19、 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Gartner is a registered trademark of Gartner,Inc.and its affiliates.低175從1分提升到5分，客戶忠誠度提升22%忠誠度成本提升客戶服務質量對忠誠度和成本的影響CESCES目標值：5 5分高客戶精力值5分后服務成本大幅增加從5分提升到7分，客戶忠誠度提升2%忠誠度指數/每次服務成本21 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Gar

20、tner is a registered trademark of Gartner,Inc.and its affiliates.VESVES達到至少5 5分才能大幅提升客戶忠誠度n=4,831Q.After your customer service interaction with the company,how likely are you to Continue to purchase from or do business with the company in the future?/Increase my purchases or do additional business w

21、ith the company?/Speak positively about the company to others?Source:Gartner復購好口碑購買力占比VES高忠誠度行為用戶比例VESVES超過5 5分后，高忠誠度用戶比例才超過50%50%且有大幅提升22 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Gartner is a registered trademark of Gartner,Inc.and its affiliates.VESVES是衡量客戶忠誠度的金標準n=2,196Source:20

22、20 Gartner Loyalty Through Customer Service and Support Survey*Scale uses log odds as predictive accuracy.主要CX指標對客戶忠誠度的預測準確性CSAT：客戶滿意度NPS：凈推薦值任務1：提供低精力的問題解決方式（CES）任務2：利用價值提升戰略提高客戶忠誠度（VES）12預測準確性（客戶留存率）高低高低預測準確性（購買力占比提升）VES預測準確性（好口碑）高中低223 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Ga

23、rtner is a registered trademark of Gartner,Inc.and its affiliates.提升數字價值主張案例：HPHP墨盒包月服務價值主張功能價格獨特價值觀數字化價值主張智能高效高性價比可持續數字戰略聯網打印機和墨盒打印計數器遠程控制、技術支持月度付費計劃按需寄送墨盒隨時更改、取消計劃墨盒回收24 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Gartner is a registered trademark of Gartner,Inc.and its affiliates.提

24、升客戶價值主張提升客戶忠誠度提升在數字產品和商業模式上的能力及參與度用CES和VES指導客戶體驗和數字價值的微創新25 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Gartner is a registered trademark of Gartner,Inc.and its affiliates.Access to Gartner research is subject to entitlement.For information,please contact your Gartner representative.R

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