What Is Customer Value? (& How Your Business Can Generate It)

我的“有罪快乐”电视节目是古董路演．成长的过程中,我的家人想o的价值bjects and the winner would be the one who was closest to the expert's appraisal. We were pretty good at it too, but there were always a few items that shocked us when the price tag was revealed.

古董路演是客户价值的一个很好的例子。专家会彻底解释为什么买家会想要一定的作品，以及为什么收益值得。尽管有趣的部分试图击败专家的价格，但这个概念概述了客户价值的基本原则。

在这篇文章中，让我们看一下客户价值，包括它是什么以及如何为您的计算customer base．然后，我们将通过提供一些提高您的客户服务和成功团队来提高价值的技巧来结束。

What Is Customer Value?

Customer value measures a product or service's worth and compares it to its possible alternatives. This determines whether the customer feels like they received enough value for the price they paid for the product/service.

We can look at customer value as insight into消费者后悔．如果客户觉得商品的总成本大于其收益，那么他们将后悔购买。特别是如果有一个竞争对手比您为类似产品或服务提供更好的报价。

了解客户价值以及如何计算它可以公平地帮助您的业务价格产品，并减少摩擦customer experience．

Customer Value Added

对于某些企业，客户价值归结为美元和美分。但是，重要的是要记住，客户向您的公司提供的不仅仅是价格标签上列出的东西。bob全站app客户在做出购买决定时也有时间成本，能源成本和情感成本。

同样，有不同类型的收益会影响客户决策。一些示例包括有形的好处 - 例如产品将如何帮助他们实现目标以及图像好处 - 例如，拥有该产品或服务将如何在同龄人和同事眼中改变一个人的社交状况。

To measure customer value, we first need to recognize these different types of costs and benefits. The graphic below can help by summarizing the factors you should be addressing when calculating customer value.

图像源

1.确定客户福利。

尽管上图突出了一些一般好处，但您可以考虑以下一些特定的好处：

• The quality of your product or service
• 提供更好解决方案的能力
• Your brand's reputation
• Your unique customer experience
• The quality of your customer service team
• The social advantages of partnering with your business

2. Total customer costs.

When measuring customer costs, it helps to differentiate between tangible and intangible. That way you can calculate the total of your monetary costs and compare it to your other costs.

切实的成本：

• The price of your product or service
• 安装或入职费用
• 访问您的产品或服务的成本
• 维护费用
• 更新成本

Intangible Costs:

• Time invested in buying your product or service
• 糟糕的客户体验
• Physical or emotional stress induced from buying or installing your product
• 品牌声誉不佳
• 花时间了解您的产品或服务的工作方式

3. Find the difference between customer benefits and customer costs.

为了计算客户价值，我们可以使用以下方程式。

Customer Value Formula

客户价值的公式可以写为：（总客户利益 - 总客户成本）=客户价值，或（b -c = cv）。

但是，重要的是要注意，由于您正在处理有形且无形的元素，因此该公式看起来不会像您的典型数学方程式。您需要确定与时间投资，情感压力和身体承诺等成本相比，品牌声誉，社会地位和服务便利等有多少收益。

此外，客户价值将根据您分析的客户细分市场而有所不同。由于每个人都不同并且有特定的需求，目标和期望，因此您可能会发现“良好价值”的定义是不一致的。如果您这样做，请尝试将客户群分为不同buyer personas，然后计算每个组的客户价值。

现在，我们已经熟悉客户价值以及如何计算它，让我们看一下您可以通过客户服务生成它的一些方式。

1. Evaluate your customer experience.

当提高客户价值时，最好的起点是分析您的客户体验。创建一个customer journey mapthat outlines each step your customers take when buying something from your business and look for interactions that might cause friction within the experience. Once you can visualize every action your customers are taking, it's easier to identify opportunities to add value.

2.专注于价格超过价格。

对于某些企业来说，很难单独竞争价格。有时，制造产品的成本是静态的，而且企业降低价格标签没有太大的空间。

But, that doesn't mean you can't create a competitive offer in your industry.

在这里，您应该寻找其他方法来为客户体验增加价值。请记住客户的需求从便利到性能范围内，并且有很多非货币福利可以说服人们购买您的产品。

3. Collect customer data.

如果您只从业务角度看待客户价值，就很难进行有效的更改。相反，您应该将重点放在客户对产品或服务的感知价值上。

To do that, you'll need access to quantitative and qualitative customer data. With it, management teams will have facts and statistics that justify their proposed changes. Leadership can make decisions confidently knowing their perception of customer value aligns with your customer base.

此外，重要的是要收集定量和定性数据，因为这将为您提供包括有见地统计数据并捕获的不同数据集voice of the customer．

4. Target your most loyal customers.

您可能会认为，因为客户是忠诚的，所以他们已经从您的业务中获得了价值。而且，你会没错的。

但是，仅仅因为某人忠于您的业务，这并不意味着您不能或不应该超出他们的客户价值。通过通过customer loyalty programscan generate even more value for these customers.

While this approach not only retains your most valuable audience, it acquires new customers as well. For example, you can leverage benefits in exchange for customer advocacy. Have customers submit feedback or write a testimonial that shares their positive experience with potential leads. Since93％of consumers use reviews when making buying decisions, this will add another benefit to your customer value equation.

5.细分您的客户群。

As we mentioned earlier, customer value can vary depending on who you're surveying, and a customer's needs and goals will influence their definition of "value." Since not all customers are alike, this creates discrepancies when measuring value at your business.

这就是为什么将客户群细分为特定目标受众的重要性。从您的买方角色开始，然后使用客户数据来识别特定的购买行为。建立小组后，您可以衡量每个人的客户价值。

Customer value is important to track, but it's not as easy as inputting numbers into a simple formula. It's all about measuring tangible benefits and perceived value in addition to the actual cost of a product.

编者注：该帖子最初于2020年3月发表，并已更新以进行全面性。