Customer value is the difference between what a customer gets from buying or using a product or service and the cost they pay. Customer value is an important factor affecting customer satisfaction, loyalty and willingness to recommend, and it is also the key basis for enterprises to formulate market strategies and enhance competitiveness. Therefore, a correct and comprehensive evaluation of customer value is essential for the success of marketing. So, how to correctly and comprehensively evaluate customer value?
1. The constituent elements of customer value
Customer value is a multi-dimensional concept that consists of the customer's perception and evaluation of various aspects of a product or service. In general, the components of customer value can be divided into the following four categories:
1.Functional value: refers to the basic function, performance, quality and technical level of a product or service, as well as whether it can meet the needs and expectations of customers.
2.Economic value: refers to the cost, efficiency and benefits of the product or service, as well as the comparison and difference with competitors.
3.Emotional value: refers to the emotional, psychological, and social satisfaction and enjoyment of a product or service, as well as the degree to which it fits into the customer's personality, values, and lifestyle.
4.Social value: refers to the social, public, environmental and ethical values of a product or service, as well as its relevance to the group, community and culture to which the customer belongs.
2. Evaluation method of customer value
There are several ways to evaluate customer value, but the most commonly used is the customer value model. A customer value model is a method of breaking down customer value into different attributes and dimensions, and quantifying and weighting each attribute and dimension. The basic steps of the customer value model are as follows:
1.Determine the evaluation objectives: clarify the scope, object and purpose of the product or service to be evaluated, as well as the main basis and criteria for the evaluation.
2.Determine the evaluation index: According to the evaluation objectives, select the appropriate components of customer value, refine them into specific evaluation indicators, and determine the weight and scoring criteria of each index.
3.Collect evaluation data: Adopt appropriate data collection methods, such as questionnaires, interviews, observations, experiments, etc., to obtain customers' perception and evaluation data for each evaluation indicator.
4.Calculate the evaluation results: According to the formula of the customer value model, multiply the customer's score on each evaluation index by the corresponding weight to obtain the customer value score of each evaluation index, and then add the customer value scores of all evaluation indicators to obtain the total customer value score.
5.Analyze the evaluation results: according to the customer value score, the customer value of the product or service is graded and ranked, and the strengths and weaknesses of customer value are identified, as well as the key factors and problems that affect customer value.
3. Customer value enhancement strategy
The customer value enhancement strategy refers to the strategy of taking corresponding measures and methods to improve the customer value of products or services according to the evaluation results of customer value, so as to increase customer satisfaction, loyalty and recommendation willingness, as well as the market share and profit of the enterprise. Customer value enhancement strategies can be divided into the following three categories:
1.Enhance functional value: Increase the practicality, reliability and safety of a product or service by improving the function, performance, quality and technical level of the product or service to meet the needs and expectations of customers.
2.Reduce economic costs: Increase the efficiency, benefits and cost performance of products or services by reducing the cost, cost, expense and risk of products or services, so as to improve the purchasing power and benefits of customers.
3.Increase emotional and social value: By enhancing the emotional, psychological and social satisfaction and enjoyment of the product or service, increase the personalization, differentiation and symbolization of the product or service to match the customer's personality, values and lifestyle, as well as the group, community and culture to which it belongs.
Through the above promotion strategies, enterprises can improve the value perception and value evaluation of customers, so as to increase customers' purchase behavior and loyalty behavior, and achieve the company's marketing goals and profit goals.