Ingabe uyalazi inani lamakhasimende akho akhona? Ngokuvamile, kulula ukuthengisela amakhasimende akhona kunokuthola amasha. Ukusebenzisa isisekelo samakhasimende esikhona kudinga ukuthi ulinganise inani lawo.
Lesi sihloko sizoxoxa ngakho konke okudingeka ukwazi mayelana nendlela yokukhulisa inani lokuphila kwekhasimende (i-CLV), kungani libalulekile, nokuthi libalwa kanjani.
Okuqukethwe
Liyini Inani Lokuphila Kwekhasimende (i-CLV)?
Kungani Igugu Lokuphila Kwekhasimende libalulekile?
Libalwa kanjani Inani Lokuphila Kwekhasimende
Ungalinyusa kanjani Inani Lokuphila Kwekhasimende
Isiphetho
Liyini Inani Lokuphila Kwekhasimende (i-CLV)?
Inani lempilo yekhasimende ingachazwa njengesamba semali iklayenti eliyisebenzisayo nebhizinisi lakho noma emkhiqizweni wakho isikhathi esithile. Ifomula evamile yinani elikhokhwa ikhasimende nsuku zonke, isonto lonke, noma nyanga zonke (inani elimaphakathi) eliphindaphindwa ngenani lezinsuku, amaviki, noma izinyanga ngonyaka (Inani lemisebenzi) kanye nezinyanga noma iminyaka ikhasimende eliyichithile ekuthengeni ebhizinisini (Isikhathi sokugcinwa).
Ifomula engenhla ingase isekelwe kudatha yomlando enikeza inani elinembile lekhasimende lebhizinisi. Noma ukulinganisa okubikezelwayo okuqondiswa ukuziphatha kwekhasimende okubhekisela esikhathini esedlule esikhomba noma esiqondisa ikusasa.
Inani lokuphila kwekhasimende libalulekile ebhizinisini njengoba lizonquma inzuzo yalo, liqinisekisa ukusimama. Izophinde yazise inkampani ukuthi ingakanani imali edingekayo ukuze kugqugquzelwe amakhasimende ukuthi abambelele kukho ukuze kwandiswe inzuzo. Ngokulandelayo, inzuzo eyengeziwe izosiza ibhizinisi ukuthi litshale imali eningi ekutholweni kwamakhasimende ukuze likhulise imali engenayo.
Ibhizinisi kufanele likwazi ukusungula i-CLV ukuze lenze kahle izindleko zalo futhi lenze inzuzo enkulu. Isibonelo, inkampane kufanele igxile kakhulu ekwakhiweni kwamaklayenti ahlonziwe nge-CLV ephakeme njengoba kulula ngo-60% kuya ku-70% ukuthengisela iklayenti elikhona kakade kunelisha elingu-5% kuya ku-20%.
Kungani Igugu Lokuphila Kwekhasimende libalulekile?
Ukusungulwa kwe-CLV okuqinile kunikeza ibhizinisi umbono jikelele wesisekelo samakhasimende alo uma kuqhathaniswa nokutshalwa kwezimali, imali engenayo, nokuzinza kwezezimali. Yimethrikhi eyodwa echaza inani lebhizinisi eliheha abatshalizimali. Nazi ezinye izizathu zokuthi kungani i-CLV ibalulekile ebhizinisini:
- I-CLV iqondisa ibhizinisi ukuthi lingakanani ukuchitha ukuze uthole ikhasimende elifanayo ngaphandle kokuphazamisa ubudlelwano obunenzuzo yamanje
- Ibhizinisi lingakwazi ukunquma inani eliqondile eliyisilinganiso senani iklayenti okulindeleke ukuthi lichithe ngesikhathi esithile
- Imiphi imikhiqizo ekhethwa ngamaklayenti e-CLV aphezulu
- Imikhiqizo enenzuzo ephezulu kakhulu
- Ibuphi ubudlelwano beklayenti obunikela kakhulu ekuthengisweni komkhiqizo wakho
- I-CLV isiza ukuhlonza amaklayenti anenzuzo enkulu, ukuwaqonda nokuthola amaphethini awo okuthenga. Njengokuthi, yini abayithandayo nokuthi yini ebagcina benamathele emikhiqizweni yakho.
Amakhasimende ajabulela i-CLV yenkampani kungenzeka enze izincomo kubangani. Isibonelo, ucwaningo lwe-Salesforce luphakamisa ukuxhumana okuqondile phakathi kokwenyuka kwemali engenayo kanye nokudluliselwa.
Ngaphezu kwalokho, 7% kwezincomo kuholele ku-24% wama-oda ngenzuzo engama-26%. Ngenxa yalokho, u-37% wamakhasimende anconyiwe uyabuya ukuze athenge okwengeziwe uma kuqhathaniswa no-19% walawo angathunyelwanga.
Libalwa kanjani Inani Lokuphila Kwekhasimende
Ukubala i-CLV kungenziwa kusetshenziswa izindlela ezimbili. Indlela yomlando noma yokubikezela. Noma ngabe ikuphi, CLV=Inani elimaphakathi x Inani lemisebenzi x Isikhathi sokugcinwa.
Isibonelo, i-CLV yendawo yokudlela yekhofi ingaba;
- Ukuvakasha endaweni yokudlela kathathu ngeviki
- Sebenzisa u-$20 kukho konke ukuvakasha
- Ikhasimende linomlando wonyaka owodwa
Ukubala i-CLV;
Inani elingu-$20 x 3 (ukuvakasha) = $60 ngeviki x 4 (amaviki enyanga) x 12 (izinyanga ngonyaka) = $2,880
Inani lingahlukaniswa njengevelu yamanje yekhasimende. Ngokusekelwe emlandweni, ibhizinisi lingakhiqiza okufanayo ngonyaka olandelayo ukuze lithole isilinganiso semali engenayo kuklayenti. Nokho, akuyona indlela enembile yokwenza izibikezelo zemali engenayo njengoba zingekho iziqinisekiso.
Hlanganisa amarekhodi ukuze udale uhambo lwekhasimende
Izinhlelo zokusebenza zokuphatha ubudlelwano bekhasimende (ama-CRM) ziba yigugu nsuku zonke. Manje sekungenzeka ukuthi uqoqe idatha kumakhasimende okuqala futhi ulandelele ukuvakasha kwawo endaweni yakho, lokho abakuthengayo, nokuthi bachitha malini.
Ngakho-ke, ukukhombisa ikhasimende inani lalo lesikhathi eside ebhizinisini lakho ngokuklomelisa ukwethembeka kwalo kungenzeka kuphela ngokutholakala kwamarekhodi. Ukunikeza izaphulelo nezamahhala ku-CLV ephezulu kubakhuthaza ukuthi banamathele kumkhiqizo wakho futhi kubakhuthaze ukuthi babe nomthelela kwabanye. Ukwandisa impilo yekhasimende kusho ukwanda kwamaklayenti kubakaki be-CLV.
Linganisa imali engenayo endaweni ngayinye yokuthinta
Ukuchitha imali eningi ukuze kuthuthukiswe i-CLV uma kuqhathaniswa nemali engenayo etholiwe kuzokwehla. Ngaphandle kwalokho, inkampani ingathola imali engenayo ehlukahlukene.
Isibonelo, uma inkampani yakho itshala u-$20 ekukhangisweni kwengqikithi ku-Youtube, futhi, ngokwesilinganiso, iheha iklayenti elichitha u-$100 ekuvakasheleni kokuqala, inkampani iyandisa imali engenayo.
Ngokufanayo, uma inkampani isebenzisa u-$30 ku-Facebook ukuze ithole iklayenti elisebenzisa u-$90 ngokwesilinganiso ekuvakasheni kokuqala libona ngokulinganayo ukukhuphuka kwemali engenayo. Kodwa uma kucatshangelwa i-CLV, uma iklayenti le-Facebook lisebenzisa u-$1350 lisebenzisana nomkhiqizo wakho 15X ngonyaka olandelayo bese i-YouTube isebenzisa u-$1000 ngokusebenzisana okungu-10X, iklayenti le-Facebook liyiklayenti eliphezulu le-CLV.
Ngenxa yalokho, inkampani kufanele icabange ukutshala imali eningi ku-Facebook nge-$ 10 ngaphezu kwe-Youtube ngoba i-ROI ku-Facebook ingaphezu kwe-YouTube. Lolu hlobo lokuhlaziya lwe-CLV lubalulekile ekunqumeni ibhajethi yakho yokumaketha.
Ungalinyusa kanjani Inani Lokuphila Kwekhasimende
Amabhizinisi athuthukayo anolwazi lokukhulisa nokugcina amaklayenti awo e-CLV. Ukuqonda kahle i-CLV kuyisihluthulelo sokukhula kwemali engenayo. Inkampani ingenza lokhu okulandelayo ukukhulisa isisekelo sayo se-CLV;
Ibhizinisi kufanele lenze izindlela zokukhulisa ukuthengiselana kwamakhasimende okumaphakathi. Isibonelo, ibhizinisi lakho lingaxwayisa amakhasimende mayelana nokutholakala kwamabhuzu eqhwa abiza kakhulu asebenza kangcono kunalawo ahlala ewathenga. Lolu wuhlobo olujwayeleke kakhulu lwesu le-CLV lokuthuthukisa ukuthengisa.
Thola ukuthi yini ehambisana nomkhiqizo wakho. Kwabesilisa, i-cologne ingahambisana ne-aftershave, ukhilimu wokushefa, nomshini wokushefa.
- Inani elichithwe emkhiqizweni othandwayo
Yazi inani elichithwe emikhiqizweni ekhethwa amakhasimende aphezulu e-CLV nokuthi ibhizinisi lingasebenzisa kanjani inzuzo izindleko zezimpahla ezithengisiwe (COGS) ukukhulisa inzuzo.
- Ukusebenzelana kwamakhasimende kanye nempendulo
Khuluma namakhasimende angajabule ukuze uthole amaphuzu awo ezinhlungu futhi uvulekele izeluleko zawo ukuze uthuthukise ukusebenzisana kwawo nokwethembeka emikhiqizweni yakho. Amakhasimende azizwa ebalulekile lapho iziphakamiso zawo zicatshangelwa, futhi lokhu kungasiza ekwandiseni amakhasimende esikhathini eside.
- Izinhlelo zokwethembeka kwamakhasimende
Nikeza amadili akhethekile aqondise kumakhasimende akhona ukuze abonise ukwazisa ngokwethembeka kwawo. Ngokwesibonelo, nikeza a Uhlelo lokuthembeka kwamakhasimende ukwandisa ukuzibandakanya kwamakhasimende. Isenzo esinjalo singenza amakhasimende angavamile ukuzwa sengathi ayaphuthelwa. Ukwelashwa okukhethekile kungakhuthaza abaningi ukujoyina isisekelo se-CLV.
- Misa i-“x” factor yomkhiqizo wakho
Thola okwengeziwe kumakhasimende akho athembekile mayelana nesici “x” somkhiqizo wakho nokuthi kungani bewukhethile. Isici esithi “x” singaba ukufinyeleleka komkhiqizo wakho, ukuqina, ikhwalithi, ubuningi, noma inhlanganisela yokubili noma okuthathu uma kuqhathaniswa nesimbangi sakho.
Maqondana nesici se-“x'', khomba ukuthi ibhizinisi lidinga ukutshala malini ekugcineni ukuze likhuthaze futhi lisimamise amaklayenti e-CLV aphezulu. Isibonelo, i-Bain & Company igomela ukuthi a isilinganiso sokugcinwa ukwenyuka ngo-5% kungakhuthaza ukukhuphuka kwenzuzo phakathi kuka-25% kuya ku-90%.
Ukwenyuka kwenzuzo kungenxa yokuthi amaklayenti e-CLV athenga ngokuphindaphindiwe. Ngokuhamba kwesikhathi, izindleko zokusebenza zokugcina amaklayenti e-CLV ziyehla njengoba edlulisela abanye kumkhiqizo. Ngokuvamile, amaklayenti e-CLV azimisele ukukhokha ama-premium omkhiqizo aqiniseka ngawo.
Isiphetho
I-Customer Lifetime Value iyimethrikhi eyenza amabhizinisi akwazi ukubala imali yawo engenayo futhi athole izindlela zokuyikhulisa esikhathini esizayo. Izinkampani ezinezinhlelo zokunakekela amakhasimende eziqinile ezigcizelela uhambo lwamakhasimende zisebenzisa i-CLV ukukhulisa imali engenayo.
Ibhizinisi eliphindaphindayo liyimfuneko ukuze ibhizinisi lihlale lizinzile. Futhi ibhizinisi eliphindayo liqinisekisiwe uma ukhulisa inani lempilo yekhasimende. Ngakho-ke, hlose ukukhulisa nokulandelela isisekelo se-CLV sebhizinisi lakho ukuze uthole imali engenayo eyengeziwe kanye nokusimama.
