.
Pois, tudo passa pela resposta a outras questões:
- qual é a proposta de valor?
- quanto custa servir um cliente?
- o que é um cliente-alvo?
Como estas questões não costumam ser colocadas vale a pena ler este artigo na Business Week "When Customer Loyalty Is a Bad Thing"
"The fly in the ointment is that typically only 20% of a firm's customers are actually profitable. And many—often most—of a company's profitable customers are not loyal.
This presents managers with a loyalty problem, although not one that they expect. If typically most loyal customers in a firm aren't profitable, how exactly does a customer loyalty strategyever generate a positive return on investment? Instead asking whether you have enough loyal customers in your customer base, you need to ask yourself three more complex questions: 1) which loyal customers are good for the business, (quem são os clientes-alvo?) 2) how do we hang onto them, (qual a proposta de valor que lhes oferecemos?) and 3) how do we get more customers like them. /qual o nosso modelo de negócio?)"
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