以顾客为中心之真正含义Customercentric is the real meaning.docx

1、以顾客为中心之真正含义Customercentric is the real meaning以顾客为中心之真正含义（Customer-centric is the real meaning）To resolve customer-centric - to change ideas, to change in organizationMost modern managers acknowledge that customer orientation is important to enhance enterprise competitiveness. But their efforts to w

2、in customers have often been costly and have little effect. The reason for this is that their understanding is too superficial for the true meaning of customer orientation. Fortunately, there are some businesses that go beyond the development of new technologies, new products and services, and throu

3、gh comprehensive organizational change, it is achieving a deeply customer-oriented approach that is almost impossible to emulate.Depth of customer orientation is not bought customer relationship management (CRM) software to track the customers purchase behavior, is not some sophisticated new product

4、s design, nor even custom car production process according to customer requirements. It is deeply rooted in the enterprise, and it is a recognition of why, what and why.Deeply customer-oriented companies are constantly thinking about better, faster, and more convenient ways to meet customers needs,

5、and thus ultimately make customers feel inseparable. Whatever the customer needs to do, a deeply customer-oriented company can outperform when it offers the results every customer seeks. Through continuous innovation, customer feedback and the application of knowledge, companies become indispensable

6、. When this relationship grows stronger, the real sustainable gains come with it. No product or service per se can achieve this effect. The behavior of the company is closely related to the behavior of customers. In the long run, customers will pay more for more diversified products and services. In

7、 this way, customers reward businesses, giving it opportunities for profitable growth.Imagine yourself as a customer. For example, you want a health plan added some fresh content, or would like to with a focus on solve the problem of you a lot of health and safety health insurance companies keep a r

8、elationship? A company not only provides insurance products, but also help you to solve about health and safety aspects, so a lot of problems can prevent, even if you are old, there will be no unnecessary trouble and extra spending. Danish InternationalHealthInsurance is such an insurance company, i

9、t operates in 150 countries. It is also the breakthrough process and tools that the company managers have realized when they understand deep customer orientation.Such a process can be divided into ten key breakthrough points, which can help describe the stages that a business must go through.Create

10、strategic excitementThis is the first breakthrough when there are enough important people in the enterprise to create a sense of crisis and recognize that you have to find new ways of doing things, otherwise you will miss out on business opportunities.But someone else has to help them see it and fee

11、l it. It is easy to spot the breakthrough when companies arrive at a crisis turning point or a slowdown in some key financial indicators. Harder to do, and more rewarding, is to inject a new direction of excitement before the transition period, so people feel inspired rather than scared.When custome

12、rs start to cut back on spending on materials (because they can now get publications from the web, and often free), thats what patu does. The group is one of the worlds leading information providers, and padu has served as chairman and CEO of its U.S. company and federal market. At the beginning, it

13、 was intended to cut costs and discover new information. But patu intuited that the old approach could neither secure market position for long, nor create new sources of wealth. In order not to let customers leave, he offered a point of view that uplifts his senior team. The idea is that professiona

14、ls are willing to pay for information that helps them make better, quicker decisions when they have to make risky, high-paying decisions. Mr. Padu and his team have developed information products that help professional customers make decisions, outpacing rivals in three years, boosting customers pur

15、chases and increasing profits.Explore the inner guideBecause of the depth of customer orientation requires new ways of doing things, not just to listen to your customers and respond, so the company needs to have some open managers, they are determined to say goodbye to the past, in the formidable un

16、known feeling. Such managers are the leaders of a company. These guides, in addition to accepting new ideas, inspire their colleagues with their actions and confidence. Their enthusiasm will eventually permeate the enterprise, but at the beginning, none of them knew how to change the status quo and

17、create the future.Third, define market new spaceBusinesses must define a new market space, which depends partly on research, but more on deep insight. Many businesses rely heavily on market research, but market research is not helping to create the future that even customers cant imagine.To define m

18、arket space is to achieve customers through hard work. It enables an isolated product department and functional department to visually see how it can work with other departments to provide first-class products to customers. For example, LexisNexis employees once thought they were working for a singl

19、e database or business department. They never realized that it would be better for professionals to make better decisions, or, in the words of the company, to participate in the market space of a senior decision support management. This space is named after the customers achievements, giving employe

20、es clear ideas, sense of direction and common goals.Rely on market research to let customers tell us what they want, because new ways of doing things often conflict with past habits. In the past, the patient has been in hospital for rehabilitation, until Baxter medical products company general manag

21、er of the German branch staff asked to put their family rehabilitation after strengthening work as doing, not just to the hospital to provide postoperative nourishment, this practice was not able to change. In the past, when patients returned home, the company usually provided basic services and equ

22、ipment such as nurses and wheelchairs. When a new market space is expressed, however, a new direction can be clearly communicated to doctors, hospitals, patients, Baxters headquarters and partners.Eventually, the German branch and some of its partners created a new, profitable business called home s

23、upply and recovery4. Identify value opportunitiesThe next step, identifying value opportunities, requires a small team of the best minds. The CEO or head of a business, district, or business unit must lead or support the team to ensure that it has sufficient resources, time, and staff (usually two o

24、r three). You can add or subtract its members as needed, but you must have a leader who will stick to the next few stages.In this stage of identifying value for the customer and ultimately for the company, the manager reflects that he feels energetic and the business concept begins to form. The tool

25、 of value recognition is customer behavior cycle analysis. Using this tool, can be systematically observe customers to complete a task through what behavior, thus found the gap which behaviors (customer can or should be), and can use any way to help customers achieve the goal to make up for the gap.

26、 Baxter medical successfully defines a new market space, but only when the customer behaviour cycle analysis reveals the precise the needs of the patient in the preoperative, intraoperative and postoperative, Baxter was able to clear what it must be provided to patients, as well as provided by the w

27、ho.Profitable opportunities lurk in the details of customer behavior cycles. BPs commercial transport arm, for example, wants to leave carriers in the energy and environmental management of its latest market integration. The idea is to provide transport companies with a new way to buy and use energy

28、 to reduce costs and harmful emissions. Through the customer behavioral analysis tool, BPs team found that the truck company was driving the cargo while the driver was sleeping with an engine to keep warm. Engine idling costs transport companies fuel costs and accounts for 20 per cent of harmful emi

29、ssions, adding to vehicle wear and tear, equivalent to 10 per cent of total fuel expenditure. Finding a new way to keep drivers warm while sleeping is both a cost savings for transportation companies and millions of dollars for BP and partners.V. provide business casesCustomer cycle analysis not onl

30、y recognizes the value proposition, but also enables the company to improve the operating results from both internal and external aspects. Cases are more powerful than business plans and are more beneficial to a company in a process of deep customer orientation. People often feel uncomfortable about

31、 business plans, but a creative business case can show an exciting picture that strikes people at both rational and emotional levels. The case can also show how companies can contribute to market space, and business plans are generally just a list of the different parts of a companys different divis

32、ions. They can neither help customers produce results or achieve goals, nor tell people how to do that or why employees value it.The IHI insurance service is aimed at expatriates and legal persons with large overseas operations. Under the leadership of CEO jorgensen,The IHI, from offering a mature h

33、ealth policy to a lifetime of healthy and safe market space, has grown at a 20 per cent annual rate, while its rivals have mostly declined.IHI has come up with a business case to the companys customers, forcefully proves that the investment on the health of body and mind to employees health problems for processing saves 70% o