客户价值 / Customer Value

「释义」

“客户价值”指公司客群的终身价值总和。

增加客户价值的方式包括获得更多客户，从现有客户处争取更多业务，更长时间地保留客户，通过数字技术革新让客户体验更简单（而且交付成本更低）等等。

有远见的管理者以客户为中心，将客户价值视为一种资产，而非追求短期利润或季度收益。

 「应用场景」

公司可能以多种方式破坏客户价值：为增加收入，企业软件公司有时会向企业客户收取变更费用，将总拥有成本提高到最初报价的三倍。为降低人工成本，呼叫中心通常会给予客服代表奖励，最大限度减少呼叫处理时间。为降低运营成本，连锁餐厅有时会用冷冻和预煮食材代替新鲜和定做食物。这种策略产生的利润可能在损益表上看起来好看，甚至可能带动短期的收益增长，但也会吓跑潜在客户，加速客户倒戈，公司将难以阻止以客户为中心的竞争对手挖走客户。

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.

考虑到客户价值的重要性，领导者应该像对其他关键资产（如建筑物、机械、库存和有价证券）一样，对其进行严格跟踪管理。领导者还应在季度和年度收益报告中以统一格式披露这些信息，方便投资者做出明智判断并将结果与业内同行做比较。但大多数公司错误地认为，评估客户价值太难或成本太高，仍继续依赖于数百年以来强调实物和金融资产的会计惯例。但损益表和资产负债表都不能让人看清公司客户的价值。

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