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本文是作者Hope与他人合著的由哈佛商学院出版社出版的《第三次浪潮中的竞争》一书的摘要。Hope认为财政预算中实现增加利润目标的措施有奖金刺激、晋升雇员、招聘新人和产品降价等,而最重要的措施是认清新老顾客的价值,即应认真调查和精心分析顾客的战略性、忠诚性和有利可图性。“战略性”是指凡事从顾客的要求出发,因为“战略性”顾客不但能“以点带面和影响一大片”而且可大大开宽商界人士的思路。“忠诚性”是指顾客对公司的信任来源于对商品和服务的绝对的(totally)满意。这种满意来自雇员服务态度的提高。“有利可图性”是指不要期待每一位购物的顾客都会产生利润,真正给公司带来利润的顾客只占30％左右;而衡量利润的大小应从长(life time)计议,而非短期行为。 作者在文章的开头和结尾指出会计人员和市场销售人员的联手才能最大限度地挖掘以上顾客的所谓“三性”。
This article is a summary of a book entitled Competition in the Third Wave by Harvard Business School Press co-authored by Hope and others. Hope believes that measures to increase profit targets in the fiscal budget include bonus incentives, promotion of employees, recruitment of newcomers, and product price reductions. The most important measure is to recognize the value of new and existing customers, that is, to carefully investigate and carefully analyze the strategic nature of customers. , loyalty and profitability. “Strategic” means starting from the customer’s requirements, because “strategic” customers can not only “face and influence a large area” but also greatly broaden the thinking of business people. “Loyalty” refers to the customer’s trust in the company derived from the absolute satisfaction of the goods and services. This satisfaction comes from the improvement of employee service attitude. “profitability” means not to expect that every customer who makes a purchase will generate profits. Only about 30% of customers actually bring profits to the company; and the measure of profit should be calculated from the longevity rather than the short term. behavior. At the beginning and end of the article, the author pointed out that the combination of accounting personnel and marketing staff can maximize the excavation of the so-called “three sexes” of the above customers.