忠诚度经济 / Loyalty Economy

「释义」

忠诚度经济根本在于“以客户为中心”。

管理学大师彼得·德鲁克说：“企业的真正目的是创造和留住客户。”研究表明，忠诚度领先的公司，收入增长速度及未来十年内带来的股东回报均高于同行。

随着新的会计工具和技术出现，公司已经能够将客户放在工作的首位。客户是公司价值的最终来源，因此管理者必须妥善对客户进行跟踪管理。

「应用场景」

忠诚领导力。

Lead for loyalty.

在任何重大组织变革中，领导者都有责任阐述鼓舞人心的愿景，确定方针路线，让每位员工都参与到建设未来的工作中去。领导者必须做的第一件事是让每个人都参与进来。解释为何要重视客户价值很容易：注重客户忠诚度的公司可显著改善客户的生活，继而吸引客户不断回购并向朋友推荐该公司。员工则会因看到客户生活变得更美好而感到满足，并因此燃起对工作的热情。别忘了，在净推荐值或客户满意度排名上处于行业领先地位的公司，业绩也非常突出，收入增长和股东回报远远超过同行。不追求客户价值的公司十分有可能被重视客户价值的公司淘汰出局。

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.

《你低估客户了吗》

罗伯·马奇

2020年1月刊

“Are You Undervaluing Your Customers?”

by Rob Markey

编辑：马冰仑